IVE's Jang Won-young Ignites 'Modern Outdoor' Trend with EIDER Collaboration

Jang Won-young, a member of the popular K-pop group IVE, is setting the pace for the 'modern outdoor' fashion trend among the MZ generation through her role as an ambassador for the outdoor brand EIDER.

Since being appointed as an EIDER model in 2022, Jang Won-young has been instrumental in refreshing the brand's image by presenting a young and stylish approach to outdoor fashion. EIDER previously stated, "Jang Won-young, who has become an icon of aspiration for the MZ generation with her healthy energy and confident style, aligns perfectly with our brand's direction towards young and trendy outdoor fashion."

In the recently unveiled EIDER 2025 Spring/Summer collection photoshoot, Jang Won-young showcased a style that was both classic and refreshingly vibrant. She created a sophisticated daily look by pairing the 'Ice-On Sweater' in a white and navy two-tone design with the 'Air Denim Skirt.' Furthermore, she proposed a trendy everyday style with a light mint-colored 'Sheer Lightweight Jacket' and 'Banding Short Pants' set.

Notably, the campaign for the 'Ice-On Sweater,' a novel cooling knitwear designed for comfort even in midsummer, effectively conveyed its appeal through Jang Won-young's signature refreshing image. This product, which combines EIDER's decade-long accumulated cooling technology with the luxurious silhouette of knitwear, has gained immense popularity among the MZ generation following its advertisement.

Additionally, the 'Shirring Women's 3L Jacket' released last fall, characterized by its elegant and sophisticated shirring details, caused a sensation in the women's outdoor market. The mid-beige colorway, in particular, sold over 90% of its entire stock within just one month of release.

The EIDER marketing team commented, "Together with Jang Won-young, we are proposing stylish designs that naturally blend into everyday life, based on the professionalism and technology of a traditional outdoor brand." They added, "We are striving to offer products optimized for the lifestyles of modern consumers, allowing them to freely complete their own style not only during outdoor activities but also in urban settings."

Jang Won-young's EIDER styling is recognized for leading the 'athleisure' trend, transcending mere outdoor apparel to become versatile everyday wear, perfectly satisfying the MZ generation's pursuit of both practicality and fashion. Her influence is further underscored by her top rankings in girl group brand reputation indices for March, October, and November of this year, solidifying her position as one of the most influential celebrities among the MZ demographic.

Korean netizens are buzzing about the collaboration, with comments like, "As expected from Jang Won-young, she rocks everything she wears!" and "EIDER clothes look so pretty, I need to buy them right away." Many are also impressed, noting, "Thanks to Jang Won-young, even outdoor fashion can be this stylish."