How a K-pop star became a global face for luxury and beauty brands
In short: Giselle, a member of the South Korean girl group Aespa, has rapidly evolved from a trainee into a prominent brand ambassador. Beyond her musical contributions, she has secured high-profile partnerships with luxury fashion houses and skincare brands, signaling her growing influence in the intersection of international music and global style.
Born Aeri Uchinaga in Seoul and raised in Tokyo, Giselle’s path to stardom began after she passed SM Entertainment’s Saturday auditions on her fourth attempt. Following 11 months of training, she debuted as the third member of Aespa in November 2020. Since then, she has balanced her role in the group with various solo projects, including collaborations with artists like BOL4 and Haon, while exploring musical influences ranging from Ariana Grande to Blink-182.
Her influence extends well beyond the recording studio, particularly within the fashion and beauty sectors. In March 2024, she was named a brand ambassador for the Spanish luxury house Loewe, marking her debut at the brand's Fall 2024 Ready-to-Wear show in Paris. This appointment was followed by a series of high-profile roles, including serving as the muse for the Seoul-based cosmetics brand Either& in September 2024 and becoming the global ambassador for the Japanese skincare brand SENKA in February 2025.
Giselle’s reach is distinctly international, with her promotional work for SENKA spanning markets in Japan, Korea, Thailand, Vietnam, and Singapore. Her fashion presence has further solidified through collaborations with brands like Maison Kitsuné and Wacky Willy. Beyond her commercial activities, she has also engaged in philanthropy, notably donating KR₩ 10 million to the South Korean animal welfare organization Yuhengsa in June 2022 to support the rehabilitation of abandoned animals.
As she continues to adapt her vocal style—moving from R&B and soft ballads toward rock—her career trajectory reflects the modern K-pop idol's role as a multifaceted cultural figure. By bridging the gap between Korean entertainment and global luxury markets, she demonstrates how contemporary artists leverage their public image to shape trends across diverse industries, from high-end couture to accessible skincare.
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Sources
- Summary by Intellect · source: Giselle (singer)
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