FEARLESS MOVE

Photography: Keisuke Asano

Privé Alliance announces a special partnership with South Korean singer and actor Baekhyun, or most commonly known as the lead singer of EXO in an exclusive collection called “Privé Alliance by BBH”. Baekhyun’s position as Co-Creative Director will have the artist responsible in curating the brand’s commodity including t-shirts, hoodies, sweaters, jackets and subsequently accessories.

The first release features pieces with distinct personal touches around the concept of “Fearless”—a term that is significant to the artist, wherein he incorporates images like measuring tapes and barcodes portraying the sense of immeasurable fear.

“Baekhyun is an influential figure in music globally, and I think finally time to showcase his coveted creative hands in the areas of fashion and retail. We continue to innovate by allowing him to push the boundaries even further across the creative aspects of the brand…” explains Privé Alliance.

*Some products in the photos may not be currently available in the store.