The Seoul label's Fall Winter 2026 campaign sends its global ambassador through tuxedos, leather and origami denim. The theme is NEWSTALGIA, and the line between formal and casual keeps blurring.
A navy tuxedo jacket, wide-leg trousers and a pinstripe coat thrown over the top: that’s how JUUN.J Ahn Hyo-seop begins, in a Fall Winter 2026 campaign that treats formalwear as raw material rather than a rulebook. The label, one of Seoul’s best-known names in menswear, has put its global ambassador in front of the camera to sell a collection called NEWSTALGIA.
The name is a mash-up of “New” and “Nostalgia”, and the idea is easy to follow. Take a wardrobe everyone recognises, then change the silhouette, the texture or the styling until it reads as something else. JUUN.J, part of Samsung C&T Fashion Group, works with contemporary construction, exaggerated proportions and experimental materials. The old dress codes stay. They just come out looking different.
The tuxedo, rebuilt
The campaign’s anchor look has already had a public outing. It first appeared on the runway at Paris Fashion Week. The tuxedo jacket has structured shoulders that give it an architectural outline, and the wide-leg trousers add volume below. The pinstripe coat lengthens the whole figure and adds a second visual layer. It’s formalwear, but stretched and stacked until it stops behaving politely.
That fits the direction JUUN.J has been following for a while: oversized tailoring, sculptural shoulders and contrasts between materials. The campaign moves between formal tuxedos, leather, textured tweed and casual streetwear. The point is that the same person, with the same attitude, can wear all of it.
Texture does the talking
Much of the collection’s argument is made through fabric. An all-black outfit uses layers of leather to play with texture, weight and volume, so that the depth comes from the surfaces rather than from colour. Fluid silhouettes shape how the outfit hangs.
Another look sets bouclé wool tweed against Ultrasuede. One is dimensional and nubbly, the other soft. Warm neutral tones and relaxed proportions keep the pairing calm, and the brand describes the result as a refined approach to seasonal dressing.
Then come the sneakers
The streetwear half of the story arrives through knitwear, shirting and denim. Ahn wears denim trousers with sculptural origami folds, which turn a familiar garment into a three-dimensional object. He finishes the outfit with JUUN.J’s signature chunky ARC sneakers, which push the look in a sportier direction.
The campaign never presents these as two separate camps. The tuxedo and the sneakers sit in the same collection and get the same design treatment. The brand says the denim and its siblings show how it applies its experimental approach to everyday clothing. In other words, the folds and the proportions are meant to survive a commute.
Why Ahn, and why now
A JUUN.J representative described Ahn’s urban presence and classical sensibility as central to his reading of NEWSTALGIA. According to the brand, the actor takes the experimental designs seen on the Paris runway and turns them into luxury looks that keep their visual impact in everyday settings. That is a useful job description for a face of the brand. A runway piece is easy to admire. Making it look wearable on a person is harder, and it’s where an actor’s presence counts.
The campaign says that Ahn “maintains a distinct personal style” across the different looks, and it leans on his shifting expressions and confident presence to carry the ideas. Nobody here is playing a character in a costume drama. He’s wearing the clothes as himself.
For Korean fashion, the setup is telling. A Seoul label shows a collection in Paris. It then brings the same pieces home through a campaign built around a Korean actor, whom it calls its global ambassador. The brand is clearly thinking beyond one market, and it trusts its star to make avant-garde tailoring feel like something you could put on in the morning. That mix of runway ambition and everyday credibility is where much of Korean menswear’s appeal sits right now.
The campaign rolls out progressively, alongside the collection pieces, across JUUN.J stores nationwide and on SSF Shop. Anyone who has watched Ahn and wondered what he’d look like in a sculpted tuxedo and ARC sneakers will be able to find out.
Via DSCENE
