Dunst names NMIXX's Sullyoon as global ambassador

Dunst, a contemporary fashion brand under LF subsidiary Citydots, announced Friday that it has named Sullyoon of K-pop group NMIXX as its global ambassador.

The brand plans to release seasonal campaign content with Sullyoon, beginning with a campaign titled "GOOD GIRL, STRANGE ROOM" — set against a surreal backdrop blending childhood memories and imagination. Sullyoon wears key pieces from Dunst's 2026 winter collection, including coats, knitwear and padded jackets. She attended Dunst's debut Seoul Fashion Week runway show in September and also visited the brand's flagship store in Seongsu-dong.

Dunst currently works with more than 100 retail partners across roughly 30 countries, including the United States, Europe, Japan and China. It has recently expanded into Finland and Indonesia and is now taking orders for its spring/summer 2027 season. Following a pop-up store in Guangzhou, China, the brand will open another in Hangzhou for six months starting in November. It is also pursuing a physical retail presence in Japan.

Domestically, Dunst made its Seoul Fashion Week debut in September, staging the brand's first-ever runway show. It opened a three-story flagship store in Seongsu-dong, Seoul, and launched a large pop-up store in Jamsil, Seoul, in October.

"Sullyoon is an artist who embodies both elegance and free-spiritedness — someone who can create strong synergy with the sensibility Dunst pursues," a brand official said. "Together with Sullyoon, we will bring Dunst's identity and style to a wider global audience."