ATEEZ’s Wooyoung Named STUDIO TOMBOY’s First Global Ambassador
ATEEZ’s Wooyoung has been officially named the first global ambassador of Korean fashion brand STUDIO TOMBOY, marking a new partnership between the K-pop artist and the long-established K-fashion label.
STUDIO TOMBOY, operated by Shinsegae Tomboy, announced the appointment on August 27, 2026. Wooyoung will begin his official ambassador activities with the brand’s 2026 Fall/Winter campaign, with campaign images and videos being released through STUDIO TOMBOY’s official online channels in Korea and overseas, as well as its offline stores.
The appointment comes after Wooyoung’s successful collaboration with the brand during its 2026 summer campaign, which helped STUDIO TOMBOY strengthen its men’s line and gain additional attention among fans and consumers.
Wooyoung Becomes STUDIO TOMBOY’s First Global Ambassador
Wooyoung is officially the first global ambassador in STUDIO TOMBOY’s history.
The brand said it selected Wooyoung because of his strong global influence as a member of ATEEZ, as well as his distinctive and versatile fashion image. STUDIO TOMBOY plans to use the partnership to strengthen its men’s collection and expand its presence in overseas markets.
The appointment also comes at a time when STUDIO TOMBOY is actively expanding its international business. The brand has been working to increase its presence outside Korea, making Wooyoung’s global fanbase an important part of its international strategy.
The Partnership Began with STUDIO TOMBOY’s Summer Campaign
The new ambassador appointment follows Wooyoung’s collaboration with STUDIO TOMBOY for its 2026 summer campaign.
The summer campaign, titled “REWIND. REPLAY. NOW.”, drew inspiration from cultural and fashion trends of the 1990s and 2000s, reinterpreting them through STUDIO TOMBOY’s contemporary style. Wooyoung was featured in the campaign as the brand focused particularly on strengthening its men's line.
According to STUDIO TOMBOY, the collaboration produced strong commercial results.
Several of the products Wooyoung wore in the campaign sold out early, while his airport fashion and everyday outfits shared through social media also attracted attention.
The brand reported that sales of key men's-line products worn by Wooyoung, including T-shirts and shirts, increased by more than 320% year-on-year during the relevant season.
This performance became one of the reasons STUDIO TOMBOY decided to develop the initial campaign collaboration into a longer-term partnership.
2026 Fall/Winter Campaign “SILENT NOISE”
Wooyoung’s official ambassador activities begin with STUDIO TOMBOY’s 2026 Fall/Winter campaign.
The campaign was released beginning August 31, 2026, through the brand’s domestic and international official online channels and nationwide offline stores.
The campaign is titled “SILENT NOISE.”
The campaign imagery takes a more restrained approach, using elements such as light, shadow and negative space to highlight Wooyoung and the clothing. The visuals contrast with the more nostalgic Y2K-inspired direction of the summer campaign.
The new campaign also introduces STUDIO TOMBOY’s Fall/Winter collection while establishing Wooyoung as the face of the brand’s global ambassador campaign.
STUDIO TOMBOY’s Push into Global Markets
Wooyoung’s appointment is closely connected to STUDIO TOMBOY’s plans to expand beyond Korea.
The brand is operated by Shinsegae Tomboy Co., Ltd., a subsidiary of Shinsegae International, and has been increasing its overseas presence as part of its broader global K-fashion strategy.
In 2026, STUDIO TOMBOY expanded into Singapore, opening a standalone store at METRO in Orchard Road. The brand has also continued developing overseas retail opportunities.
More recently, STUDIO TOMBOY opened its first Japanese pop-up at Shibuya Scramble Square in Tokyo on September 2, 2026. The pop-up is scheduled to operate through September 16 and features the brand’s 2026 Fall/Winter campaign images starring Wooyoung.
This makes Wooyoung’s role particularly relevant to the brand’s international expansion, as his campaign is being presented not only to Korean consumers but also through the brand’s overseas channels and events.
Wooyoung and ATEEZ’s Global Influence
Wooyoung is a member of ATEEZ, the eight-member K-pop group known for its strong international following and performance-focused identity.
His fashion influence has also become increasingly visible through airport appearances, personal social media content and brand campaigns.
STUDIO TOMBOY specifically highlighted Wooyoung’s global fandom and his ability to express different styles as reasons for the partnership. The brand aims to combine his influence with its own fashion identity to strengthen the men's line and increase international brand awareness.
A New Chapter for STUDIO TOMBOY and Wooyoung
The partnership represents more than a single seasonal campaign.
After seeing strong results from its summer collaboration with Wooyoung, STUDIO TOMBOY has expanded the relationship into an official global ambassador role. His first activities in the position are centered on the brand's 2026 Fall/Winter collection and the “SILENT NOISE” campaign.
With STUDIO TOMBOY simultaneously expanding into overseas markets, the partnership gives the brand an opportunity to introduce its fashion identity to a wider international audience through one of K-pop’s globally recognized artists.
For Wooyoung, the appointment adds another major fashion partnership to his growing profile and places him at the center of STUDIO TOMBOY’s next stage of international expansion.
Final Thoughts
ATEEZ’s Wooyoung has officially become STUDIO TOMBOY’s first global ambassador, following a successful summer campaign that generated strong attention and significant sales growth for the brand’s men's line.
His ambassador activities officially begin with the 2026 Fall/Winter “SILENT NOISE” campaign, released from August 31 across STUDIO TOMBOY’s Korean and international channels.
As STUDIO TOMBOY continues expanding into markets such as Singapore and Japan, Wooyoung’s global presence is set to play an important role in the brand’s efforts to introduce its distinctive K-fashion identity to audiences worldwide.