Photo Credits: KQ Entertainment Genie Music
Ateez, the globally acclaimed K-pop group known for their high-energy performances and trailblazing fashion sense, has been appointed as the new face of AVIREX, a renowned Tokyo-based brand celebrating its 50th anniversary this year. This dynamic partnership goes beyond a traditional endorsement, as it features a special line of collaboration products, available for preorder beginning Wednesday. The campaign’s striking black-and-white portraits highlight the eight members’ unique personalities and intense charisma, setting the stage for a series of interviews and behind-the-scenes content that AVIREX plans to release on its official platforms.
Further amplifying Ateez’s Japanese presence, group members Hongjoong and Seonghwa are also headlining a campaign with the Japanese eyewear label The Silent Soul. Their sophisticated campaign visuals sparked an immediate response from fans, accompanied by a special promotion through September 21 where fans can win a spot at an exclusive signing event for 300 people, with every purchase rewarded with a lookbook and collectible photo cards.
This collaboration comes at a busy time for Ateez, who will soon release their first Japanese studio album in over four years, titled “Ashes to Light,” launching September 17 with five new tracks among its nine songs. The album release will be celebrated with a showcase event, following a three-night concert in Saitama from September 13 to 15 as part of their 2025 world tour “In Your Fantasy,” with additional dates in Nagoya and Kobe later this fall.
Since debuting in 2018 with the EP “Treasure EP.1: All to Zero,” Ateez—comprised of Seonghwa, Hongjoong, Yunho, Yeosang, San, Mingi, Wooyoung, and Jongho—has captivated audiences worldwide not only with their music, but with their growing clout in global fashion. The AVIREX campaign underscores their versatility and influence, merging timeless streetwear with contemporary artistry and signaling another milestone in their international journey.
Videography : NAOHIRO OHASHI (Havit Art Studio) @havitart
Styling : TAICHI SUMURA @taichisumura
Direction : MASATO SHINMURA @shinmurac
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