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'Rising star' TXT Yeonjun designs collection, becomes new ambassador of Baekhyun's Prive Alliance

Yeonjun was invited as a guest creative director to personally curate the fashion brand Prive Alliance's August collection

With K-pop going global and idols proving their impact in every field they dabble in, it is not surprising that fashion plays a key role in the South Korean music industry. From being trendsetters and runway models to launching their own brands, K-pop idols do it all. We’ve had the likes of StaydiumLA by KARD’s BM, Team Wang Design by GOT7’s Jackson, Peaceminusone by BIGBANG’s G-dragon and more. Well, one of the leading fashion brands Privé Alliance was founded by none other than EXO’s Baekhyun who has now roped in TXT’s Yeonjun as his new ambassador.

Privé Alliance was founded in 2018 by stylist Danyl Geneciran and EXO’s Baekhyun as they aimed to create a fashionable street style brand. Fans love that despite it being a fashion house, co-director Baekhyun still keeps in mind what his fans want when designing and pricing the collections. Over the years, it has become a much sought-after brand being endorsed by global stars. Well, on July 9, it was announced that fourth-gen K-pop idol Yeonjun of the boy group TXT had become its latest brand ambassador. That wasn’t the only news as he was also a guest creative director for Privé Alliance’s latest collection.

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Yeonjun roped in as guest creative director and ambassador

With TXT’s Yeonjun being known to experiment with his style from his recognizable pink mullet to hoop earrings, fans found his new endeavour in a high-end fashion brand apt. In fact, Yeonjun had shared that he wanted to become a fashion brand ambassador which he has finally achieved. Baekhyun’s brand described Yeonjun as “one of the most fashionable rising stars of K-pop” and that his style went perfectly with Privé Alliance’s minimal yet vibrant August capsule collection. They also added that they brought him on board as a guest creative director for his versatile looks.

For his personally curated collection, Yeonjun described it as “colorful and playful drawings [that] remind us of the innocence and genuine creativity of a child when it sees an empty canvas…I hope that people can enjoy this collection with a child’s pure heart.” The TXT star’s collection includes five pieces with a mix of classic and new collections. He was inspired by ringer tees of the 70s and baggy jeans with embroidered graphics. Privé Alliance labeled his designs as sophisticated and called him a style icon that remains “modern yet timeless.”

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‘It boy’

TXT fans are proud of Yeonjun as they made tweets like, “Yeonjun recognized as one of the most fashionable rising star in kpop SAY THAT.” Another said, “CHOI YEONJUN BRAND AMBASSADOR AND GUEST CREATIVE DIRECTOR FOR PRIVE ALLIANCE EVERYONE!! TALK TO HIM NICELY!!” One fan shared, “HE DID IT !!!! YEONJUN IT BOY.” Another wrote, “Yeonjun collecting brands like pokemons.”

Baekhyun fans were also impressed at how big his label had gotten, “BYUN BAEKHYUN YOU WILL ALWAYS BE FAMOUS AND RELEVANT.” Another added, “Since we’re talking about privé alliance i feel obligated to bring back baekhyun at the privé launch party cause he looked so fine.” One fan joked, “Baekhyun saw yeonjun's proportions and said YES HE WILL BE MY BRAND'S AMBASSADOR.” A multi-fan commented, “Me learning yeonjun in now brand ambassador and guest creative director prive then remembering its the same brand Baekhyun is a co-creative director for which meant yeonjun Baekhyun interaction then remembering Baekhyun is stuck in the military so no crumbs for me yet again.”