SEVENTEEN’s Jeonghan Fronts Mardi Mercredi and SW19

Marking a major milestone in Korean contemporary fashion and lifestyle culture, SEVENTEEN member Jeonghan has been officially announced as the new brand face for both French-inspired lifestyle label Mardi Mercredi and niche fragrance house SW19. The dual appointment highlights Jeonghan’s effortless aesthetic versatility, bridging relaxed Parisian-style apparel with atmospheric, time-inspired perfumery.

In the official campaign imagery released alongside the announcement, Jeonghan wears Mardi Mercredi’s signature relaxed knits and floral-embroidered sweatshirts, projecting an easy, poetic warmth. For SW19, a fragrance brand renowned for capturing specific hours of the day in scent profiles, Jeonghan embodies the serene transition between dawn and evening, aligning his refined visual identity with subtle notes of cedarwood, iris, and fresh morning air.

Jeonghan’s partnership with Mardi Mercredi and SW19 illustrates how Asian cultural icons are expanding beyond traditional haute couture houses into influential contemporary lifestyle labels. As Korean street fashion and niche perfumery gain massive traction across Asia and Europe, Jeonghan’s calm authority reinforces how everyday luxury continues to be redefined by K-pop’s most compelling visionaries.

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