LE SSERAFIM’s Kim Chaewon has been unveiled as the face of ANTEPRIMA‘s latest Spring–Summer 2025 Standard WIREBAG campaign, “Summer Dream in Color,” highlighting effortless luxury for everyday joy.
Courtesy of ANTEPRIMA
Launched globally on May 19, the campaign celebrates the joy of self-expression, combining vibrant energy with playful femininity, beautifully showcased through ANTEPRIMA’s iconic standard WIREBAGS, which is a hand-knitted accessory that has become an iconic symbol of modern luxury.
The Standard WIREBAG is reimagined with a fresh palette of hues and motifs inspired by the summer season. For the campaign, Kim Chaewon was chosen to embody effortless luxury and elegance. Showcasing the WIREBAG as an essential accessory for the modern, independent woman, the campaign also celebrates individuality by blending art and fashion.
Check out four campaign videos starring Kim Chaewon, starting with the Crossbody Wirebag – Twist below:
See Kim Chaewon shine with the Secchio Stiloso Wirebag in this 10-second video:
Kim Chaewon adorns the Standard Minitura Wirebag with Motivo Frutta and Motivo Estate charms in this 10-second video:
Kim Chaewon showcases the Hello Kitty Wirebag in this eight-second video. This regional-exclusive variant is only available in Japan, Hong Kong, Singapore, Thailand, Hawaii and Italy:
ANTEPRIMA is an Italian luxury fashion brand founded in 1993 by Japanese designer Izumi Ogino, who draws inspiration from her global experiences and Milan’s artistic heritage. The brand is best known for its signature WIREBAG, a favorite among women worldwide.
Meanwhile, LE SSERAFIM is set to make their highly anticipated return to Manila on August 2, 2025 at the SM Mall of Asia Arena as part of their ‘EASY CRAZY HOT’ world tour. This will be their first solo concert in the Philippines, following their appearance at the 2023 Asia Artist Awards.