Following a hugely successful debut campaign, world-renowned Korean actress Song Hye Kyo is once again stepping into the role of global ambassador for FitFlop. The new campaign, shot on location in Seoul, celebrates the seamless fusion of FitFlop’s signature ergonomic innovation with Song’s timeless and effortless style.
View this post on Instagram
Song, a long-time admirer of the brand’s commitment to both comfort and design, shared her personal connection to the footwear. “FitFlop shoes are comfortable and easy to style for everyday wear, so I often wear them in my daily life,” she revealed. This genuine endorsement underscores the campaign’s focus on integrating FitFlop’s biomechanically engineered shoes into a modern, sophisticated lifestyle.
For the Autumn/Winter 2025 and Spring/Summer 2026 collections, Song handpicked her favorite styles, showcasing her unique taste and modern sensibility. Her selections include the F-Mode Stack Chelsea Boot, a sleek architectural take on a classic; the versatile F-Luma Sling Back Loafer; and the feminine yet comfortable Delicato Mary Jane Mule. The campaign also features the introduction of new styles like the bold Gen-FF Max trainer and the retro-inspired Retro Q Sneaker.
Gianni Georgiades, FitFlop’s CEO, highlighted Song’s perfect alignment with the brand’s philosophy. “Song Hye Kyo embodies the perfect balance of style and substance, just like our footwear,” he stated. “Her incredible influence across the world makes her the ideal partner as we continue to expand globally.”
This new chapter of their collaboration builds on the incredible success of their first campaign, once again proving that true style and lasting comfort are not mutually exclusive—a message perfectly embodied by Song Hye Kyo herself. The collection’s sophisticated color palette, featuring earthy tans, warm cappuccinos, and rich plums, is designed to transition effortlessly from autumn into spring, much like Song’s own versatile and enduring appeal.
