Guys, have you ever thought about dressing up like K-pop stars? Then maybe it is time you check out Spao’s collection of trendy wardrobe essentials for Autumn/Winter 2018.

The South Korean fashion label has just appointed popular boy band Highlight to front the new season’s campaign in Malaysia – just perfect for those needing some K-fashion inspiration.

When met in Seoul, the members of the group, Yoon Doo-joon, Yong Jun-hyung, Yang Yo-seob, Lee Gi-kwang and Son Dong-woon, expressed their excitement at being chosen as ambassadors.

According to Yang, Spao is all about offering trendy fast fashion with a variety of styles. He said that they certainly hope to be as versatile as the label in their latest role.

“Fashion is inseparable from what we do. It is a lifestyle choice. Being in the music business allows us to try different fashion styles to portray different characters,” explained Yong.

While complementing one another in terms of dressing, they still have distinctive styles of their own.

“I personally think that Jun-hyung has the best fashion sense,” joked Yoon, when asked about who stands out more.

Spao’s range for men features tailored basics for the urban trendsetter. Offering the latest trends from clothing to belts and ties and bags, it is said to be a favourite of well-dressed gentlemen.

The label was launched in 2009 and the first store opened at Seoul’s Myeongdong district in September. It made its way to Malaysia six years later, with Parkson Elite Pavilion in Kuala Lumpur as its debut store.

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Left to right: Son Dong-woon, Yong Jun-hyung and Yoon Doo-joon.

That K-Style Factor

As it is, the Spao x Highlight campaign will see the five boys appearing in in-store promotional materials. The different visuals were shot exclusively for Malaysia.

“We are so happy that we are getting the chance to ‘meet’ with our Malaysian fans through Spao. We hope to go to Malaysia again for our stage performances soon,” stated Lee.

“Do help us convey our message to them and say that we are very excited and certainly looking forward to meeting them in Malaysia in the future,” Son further added.

Formerly known as Beast, Highlight is one of K-pop’s most well-known and loved boy bands. The members have been on the scene for eight years now – a long time, considering the fast turnover of the industry.

They have received nods at the Golden Disk Awards, the Seoul Music Awards and the Melon Music Awards in the past. The group’s current album Celebrate is filled with songs that are both upbeat and reflective.

From South Korea To Malaysia

For Malaysians, the Spao fashion label can be found at Parkson Elite Pavilion, IOI City Mall and Sunway Velocity Mall in the Klang Valley, as well as Johor Baru’s Paradigm Mall.

Like the Spao stores located at Gangnam and Myeongdong in Seoul, the local outlets here share the vision of a simple yet personalised style. They also carry an expansive range of offerings.

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The Spao store in Myeongdong, Seoul, carries everything the trendy gent may need.

Parkson is the distributor of Spao in Malaysia, as well as other popular South Korean brands such as Mixxo, Who.Au and Shoopen. For years, it has been solidifying the K-fashion influence in the country.

According to business development general manager from Parkson Group, Tony Oh Hyo Dong, a lot of people are chasing the K-culture. As such, he thinks Spao is the right brand to cater to the market needs.

“I would say Malaysians are familiar with the Korean culture. They watch Korean dramas, Korean movies and listen to K-pop. That, I believe, is the power of the K-wave.”

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Business development general manager from Parkson Group, Tony Oh, believes in the power of the K-wave.

Oh pointed out that Malaysia does not have four seasons. So, the designs brought in for Spao are focused on spring and summer, which are probably more relevant to the weather here.

“But fashion is not just about something we wear. It’s also about how it makes us feel. For the Malaysian market, we always attempt to make it more storied in terms of the marketing,” he added.

On the matter of the Spao x Highlight campaign, Oh said that K-pop stars themselves usually have their own unique personality that they can bring to a particular fashion label.

“Highlight is constantly seen communicating with fans and the group has a very positive energy. As K-pop stars, the members definitely have a story to tell with their song and dance.”