‍

In April 2025, the French luxury children’s fashion house Bonpoint partnered with singer and actress Lee Ji-hye to expand its presence in the South Korean market. Known as a former member of the group Sharp and a dedicated mother of two, Lee Ji-hye was selected for her authentic and highly engaged social media following, where she frequently shares her family life.

‍

The campaign, facilitated by Celevu, focused on a paid Instagram partnership designed to highlight the brand's premium quality through a relatable lens. Rather than following a rigid script, the actress was provided with a Bonpoint item of her choice and given full creative freedom to share an honest, personal review with her audience.

‍

This strategic collaboration leveraged Lee Ji-hye’s dual identity as a trusted public figure and an influential parent. By prioritizing authentic storytelling and personal styling, the campaign successfully communicated Bonpoint’s heritage and luxury appeal to fashion-conscious parents in Korea.