MUSINSA STANDARD, the modern basic casualwear brand of MUSINSA, has announced the appointment of actors Lee Do-hyun and Han So-hee as its new brand ambassadors and unveiled the campaign visuals for the 2025 Fall/Winter season.
This season’s campaign centers around the message “Everyone Can Discover Their Own New Standard,” featuring versatile styling with practical yet detailed designs. From synthetic leather and knits to denim, MUSINSA STANDARD presents a wide range of looks that blend various materials and silhouettes to create refined, everyday outfits.
For menswear, MUSINSA STANDARD showcases its popular collections, including the “City Workers” line with classic designs and the “City Leisure” line inspired by a modern utility mood. In the campaign visuals, Lee Do-hyun embodies a modern yet chic style, featuring short-length work jackets ideal for everyday wear, along with blazers and denim trucker jackets.
For womenswear, Han So-hee brings a sophisticated and free-spirited urban vibe to the collection. Key styling pieces include an oversized blazer, a synthetic suede high-neck blouson jacket, and a wool-blend boucle tweed jacket, paired effortlessly with mini skorts and knits to deliver a stylish autumn look.
To allow customers to experience the 25 FW collection firsthand, MUSINSA STANDARD is hosting an exclusive preview pop-up at the MUSINSA Standard Hannam flagship store until September 12. During the event, visitors can enjoy special discounts on selected preview items available exclusively at the Hannam store.
A MUSINSA official commented “Actors Lee Do-hyun and Han So-hee, known for their versatile acting and strong screen presence, are a perfect match to showcase MUSINSA STANDARD’s diverse styles — from basics and classics to trend-driven pieces. Through this 25 FW season campaign, our first collaboration with the two ambassadors, we aim to redefine the standard for stylish fall/winter fashion that blends timeless essentials with contemporary trends.”
The full campaign featuring Lee Do-hyun and Han So-hee will be available starting September 4 at 11 a.m. on the MUSINSA app and at all MUSINSA STANDARD offline stores nationwide.