New Ambassador for 'BARRIE', SEVENTEEN's Joshua Selected | 1 — [Photo source=BARRIE]

The cashmere brand 'BARRIE' has selected Joshua, a member of the global K-pop group SEVENTEEN, as the new brand ambassador.

BARRIE said, "We found a common keyword, 'authenticity,' in SEVENTEEN's Joshua, who deeply understands the brand's philosophy and message crafted by artisans. We look forward to the journey ahead with him." thus formalizing the collaboration with Joshua.

New Ambassador for 'BARRIE', SEVENTEEN's Joshua Selected | 2 — [Photo source=BARRIE]

Joshua said, "It is an honor to be selected as the ambassador for a brand I deeply cherish. Every moment I encountered in Scotland, the birthplace of ‘BARRIE’, was beautiful." sharing his feelings after completing his first shoot as ambassador in Scotland.

BARRIE, established in Scotland in 1903, is a knitwear manufacturer that has collaborated with the giants of the fashion industry for decades, was acquired by Chanel in 2012, and launched as its own brand in 2014. Each collection, designed in a Paris-based fashion studio, continues their heritage by sticking to production in the Scottish knit industry hub of Hawick, producing the highest quality cashmere garments through the traditional Scottish know-how and the continuous innovation of the BARRIE atelier.

In the future, BARRIE and Joshua will engage in various activities together, showcasing diverse facets.

Meanwhile, SEVENTEEN will hold the encore tour 'SEVENTEEN TOUR ‘FOLLOW’ AGAIN' in mega stadiums in Korea and Japan.