The K-pop star brings her slick style to the fore in Tod’s new campaign featuring the Tod’s Tabs Sneakers
If you haven’t seen Red Velvet’s Joy in motion, here’s your chance. The K-pop star is the star of Italian luxury brand Tod’s new campaign, ‘In Our Shoes - Seoul’, alongside professional dancers Kwon Young-Deuk and Lee Hyun-Ik. Wearing the Tod’s Tabs Sneakers, Joy and the two dancers express the power of movement, showcasing the beauty of Seoul in the process.
The Tod’s Tab Sneakers are creative director Walter Chiappoini’s nod to the sports sneaker—they come in a classic classic lace-up style with the brand’s signature Gommino pebbles on the heel counter.
The minute-long video starts off with a solo performance by Joy, juxtaposed against a gorgeous sunset over the Seoul skyline. It then segues into a group performance backed up by Kwon and Lee, both fierce dancers in their own right, before bringing us up to a sky-high helipad with a fantastic view of the city’s iconic Namsan Tower.
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The setting itself is symbolic: Formerly an an ex-oil reserve in the 1970s—a period of intense industrialisation in South Korea—the site has shed its past and been repurposed for use as a cultural park. It is “a location with such significant historical meaning and an amazing view of Seoul’s skyline helps bring to life the dynamic and lively mood of the city,” the press release explained.
“Dance becomes the strongest voice and the performers give a strongly positive vibe via this visual language,” the brand said. “Together the protagonists share a desire for challenge; the sublime modernity in movement reaches out to all of us in its pure contemporary culture vibe.”
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