British Fashion Council (BFC) today announces Yun-Kee Jeong as its first ever London Fashion Week Ambassador in South Korea. The South Korean Celebrity Stylist, Creative Director and President of talent and communications agency InTrend will join the BFC for an initial two-year period and act as the in-market spokesperson of London Fashion Week, working with the BFC on positioning London Fashion Week as the most innovative and creative showcase and raising the profile of British fashion in market

With many years of experience in fashion, and an influence that surpasses national borders, Jeong has become a highly respected figure and key opinion leader in the fashion industry, making him the perfect choice as a new London Fashion Week Ambassador.

Caroline Rush CBE, Chief Executive, BFC commented: “We are delighted to be working with Yun-Kee Jeong, a driven and highly respected figure in South Korea and beyond. South Korea has always been an important market for British fashion businesses, and we believe Yun-Kee Jeong’s unique expertise will be of great support to the BFC and help raise the profile of UK designer businesses in market.”

Yun-Kee Jeong, commented: “Firstly, I am very honoured to be appointed as the first Korean Ambassador to the British Fashion Council who represents Brit Fashion, renowned for its rich history and London, the most iconic fashion capital in the world. I look forward to playing an important role in bridging the 2 fashion worlds from Seoul to London and vice versa. Furthermore, I will endeavour to ensure that our activities can have a wide impact on the Asian fashion world including Korea.”

Jeong’s career in styling began in 1994 and in 2000 he founded talent and communications agency InTrend, representing some of the biggest stars in South Korea. His clients have made him a favourite with a wide range of celebrities and his portfolio includes some of the biggest names in K-Drama, K-Cinema and K-Pop. In 2016, Jeong became the Creative Director of L’Officiel Hommes.  What further makes Jeong so unique is his advisory role in various companies within the Korean luxury industry including Amore Pacific; CJ O Shopping and Kolon Industries. Jeong’s ambassadorship will be structured over a two-year period starting from September 2020 to September 2022.