British Actress Tilda Swinton will be the main model of Hyundai Department Store, one of South Korea’s three major luxury goods handlers, HDS announced Wednesday.
Swinton is the first high-profile celebrity to model for the department store since it first opened in 1985. For over 30 years the company had only worked with professional models who were not widely known.
Tilda Swinton on the cover of W Korea magazine (W Korea)
HDS’ marketing strategy manager Jeong Ji-young said Swinton’s composed and professional image will appeal to Korean females between ages 30 and 40, who comprise the department store’s main customer group.
“We do not wish to merely ride on the popularity of an international model and photographer, but convey a differentiated message to our customers by providing them with a new experience,” said Jeong.
Swinton cemented her presence in South Korea by starring in Korean director Bong Joon-ho’s 2013 film “Snowpiercer” alongside Hollywood actor Chris Evans.
Tilda Swinton in 'Snowpiercer' (CJ Entertainment)
The actress is currently modeling for high-end global brands like Chanel and Benz.
Her photos will be hung up on HDS walls starting Thursday, with the opening of the annual Spring Sales.
By Lim Jeong-yeo (
kaylalim@heraldcorp.com)
Tilda Swinton on the cover of Vogue Korea (Vogue Korea)
