Bohemian Chic 'Kim Hye-soo' Colors the JONS VIP CLASS Event | 1 — [Photo credit: JONS]

JONS, a high-end brand under S&A Co., Ltd. (CEO Baek Gwan-geun) of Global S&A Group, successfully concluded its VIP CLASS event held on the 24th with brand ambassador actress Kim Hye-soo.

Bohemian Chic 'Kim Hye-soo' Colors the JONS VIP CLASS Event | 2 — [Photo credit: JONS]

The event took place at the JONS store on the 2nd floor of Lotte Department Store Jamsil, embodying the brand's core value of 'The Aesthetics of Timeless Elegance.' The highlight of the event was undoubtedly the appearance of actress Kim Hye-soo.

Bohemian Chic 'Kim Hye-soo' Colors the JONS VIP CLASS Event | 3 — [Photo credit: JONS]

On this day, JONS ambassador Kim Hye-soo graced the event in a peach-colored bohemian mood dress she showcased in the June issue of Vogue, captivating the audience.

Bohemian Chic 'Kim Hye-soo' Colors the JONS VIP CLASS Event | 4 — [Photo credit: JONS]

Beyond simple styling, she perfectly expressed the brand's philosophy and values with her unique intense yet restrained charisma and captivating attitude, overwhelming the audience. Her look was particularly praised as the moment that best showcased JONS's identity of 'unique elegance and restrained luxury.'

Bohemian Chic 'Kim Hye-soo' Colors the JONS VIP CLASS Event | 5 — [Photo credit: JONS]

This VIP CLASS went beyond a simple product showcase, presenting a styling class with the concept of the 2025 early fall collection 'BOHEMIAN CHIC,' capturing both a free-spirited lifestyle and artistic sensibility.

Through this season's collection, JONS presented a practical yet sophisticated styling guide that transcends traditional elegance, resonating with the contemporary lifestyles of women and garnering much praise from attending customers.

Invited VIP customers experienced JONS's new collection up close and spent time strengthening their affection for the brand through natural interactions with actress Kim Hye-soo.

From sessions sharing product wear and styling tips to a glimpse into the brand's design philosophy, the JONS store provided a peek into JONS's world.

JONS is known as the epitome of 'elegant femininity,' pursuing intrinsic beauty and refined luxury that are not swayed by trends. Under the philosophy of "Timeless Elegance," JONS adds a modern sense and a sophisticated lifestyle to complete women's dignity, without staying in dull classicism.

The timeless classic JONS pursues is not merely a retro recreation of the past, but beauty that remains relevant in the lives of today's women. JONS plans to continue showcasing what true elegance is with actress Kim Hye-soo.

This VIP CLASS was not just a fashion event but a place for emotional exchange between the brand and its customers, evaluated as a case that clearly demonstrated the values and vision JONS pursues. The profound charm of ambassador Kim Hye-soo, the brand's identity, and the sophisticated styling came together to create this moment. JONS is establishing itself not just as a brand that sells clothes, but as a brand that elegantly designs women's lives.

Entering its third year, JONS plans to further strengthen its high-end image through various marketing strategies targeting VIP customers and actively expand offline stores in the second half of the year to propose premium brand value to more consumers.