Stories of Culture | 2NE1 Loves Shinsegae

Staying ahead of the crowd: Call in your favorite K-Pop group. Then have them call in their favorite designer

2NE1 Loves Shinsegae

2NE1 x Chrome Hearts
To ensure Shinsegae’s status as the leading lifestyle brand, especially when other department stores started to imitate its annual Love campaign, we launched a collaboration with K-pop group 2NE1 and Los Angeles fashion label Chrome Hearts, which comprised a pop-up store; events; a re-stylized Shinsegae headquarters; and a campaign of bold video, digital media and advertising featuring the 2NE1 singers in exclusive Chrome Hearts designs.