Shinsegae Casa's women's brand JAAH taps Girls' Generation's Choi Soo-young as ambassador

Shinsegae Casa's women's fashion brand JAAH announced Thursday that it has appointed Choi Soo-young, a member of Girls' Generation and actor, as its brand ambassador.

JAAH is a city casual brand built around the slogan "MIXFIT, AM to PM," offering clothing designed to carry wearers from the office through after-work leisure.

Shinsegae Casa said it chose Choi because her healthy, active image and polished urban sensibility align with the brand's identity. The company plans to leverage her profile and fashion sense, built through careers as both a singer and actor, to raise brand awareness.

JAAH will launch a series of brand campaigns with Choi beginning with the fall/winter 2026 collection. Campaign images featuring Choi will appear on the brand's newly opened official online store, which went live Friday, and at a pop-up store opening in Seoul's Seochon neighborhood on Friday. Editorial photo spreads and video content are also set to be released in stages.

"Choi Soo-young, who brings her own style to every role and every moment, is the lifestyle icon JAAH aspires to represent," a brand official said. "We look forward to showcasing JAAH's distinct style and brand values alongside her in a variety of ways."

JAAH was launched by Shinsegae International in August last year and transferred to Shinsegae Casa late last year. The brand opened its first official store at Starfield Hanam in March and has been expanding its offline presence — most recently with a fall/winter collection pop-up in Seoul's Hannam-dong in September.