MVIO opts for Lee Jong-suk as new model for Korean and Chinese markets Lee Jong-suk selected as a new model for MVIO,
the menswear brand for the young and sophisticated
Will publicize MVIO throughout China with the popular Hallyu (“Korean Wave”) star Lee Jong-suk
MVIO, a Cheil Industries’ casual fashion brand, selected Lee Jong-suk as its new model for the Korean and Chinese markets.

Unlike other menswear brands that focus on formal looks, MVIO is popular among younger customers as it suggests slim-fitting attire with sophisticated and witty designs. An MVIO source said that the company had selected Lee Jong-suk as its brand model because Lee, a model turned actor, has a remarkable figure, shy smile to captivate female viewers and an excellent ability to express emotions through his eyes. Having starred in the recently ended SBS drama ‘Pinocchio,’ Lee Jong-seok has been drawing the industry’s attention as he has received invitations to join in a number of films, TV dramas and advertising campaigns for various brands.
“On the 8th, we opened a hotel-concept lifestyle store at COEX, which has a large number of Chinese visitors. We will continue to open new-concept stores as composite cultural spaces in China,” said Lee Seung-je from MVIO. “With Lee Jong-suk, who is gaining popularity as a next-generation Hallyu (“Korean Wave”) star with great acting skills and unrivalled fashion sense, we will publicize the brand not only in Korea, but also to Chinese customers.”

MVIO launched the ‘Perfect Blazer,’ as worn by Lee Jong-seok in the brand’s pictorial, as a key item for the spring season. ‘Perfect Blazer’ is designed in MVIO’s unique slim-line silhouette style. In addition, made with jersey material, which is frequently used for casual clothing, and a stretchy material, this jacket characteristically exudes a feeling of lightness and great comfort. Together with Lee Jong-suk, MVIO will introduce its ‘Perfect Blazer’ in a number of versions.