Kim Do-yeon Is Archive Appk's First-Ever Ambassador

Archive Appk — the Kolon FnC label built around the slogan 'We Archive Attitude' — has named actor and singer Kim Do-yeon as its first ambassador since the brand launched. That's not a minor detail: this is the first time the brand has put a face to its identity, and they went straight to someone who moves between acting and music without losing a consistent visual thread.

To mark the appointment, Archive Appk shot a editorial spread with Vogue Korea. The images center Kim Do-yeon's personal atmosphere alongside the brand's signature Pling collection — specifically the Pling Bag and the Pling Hobo Bag. If you've been watching the Pling line from a distance, this is the clearest look yet at how the brand intends it to be worn and felt.

The Pling collection is the piece to know here. It's Archive Appk's signature lineup, and the ambassador campaign is essentially built around it. The Vogue shoot frames the bags as the anchor of Kim Do-yeon's looks rather than an accessory afterthought — which tracks with how Archive Appk positions itself: recording one person's perspective and taste, not just selling product.

On the retail side, Archive Appk's official online store is running a 15% discount on the Pling collection through the 31st — tied directly to the ambassador announcement. Worth noting if you've been sitting on a decision.

Kim Do-yeon also attended the opening of 'The Archive Appk Seochon' concept store, which opened last month on the 16th. Seochon is a low-key but considered neighborhood choice — it fits the brand's archival, attitude-first positioning better than, say, a Gangnam flagship would.

Beyond the Vogue shoot, Archive Appk is running large-format outdoor advertising at major fashion and lifestyle locations across Seoul. So if you're in the city this half of the year, you'll likely run into Kim Do-yeon's face at scale before you even look the brand up.

Kolon FnC said they chose Kim Do-yeon specifically because her atmosphere and image align with the direction the brand is building toward. Given that this is their first-ever ambassador pick, that alignment clearly had to clear a high bar internally.

More content with Kim Do-yeon is planned through the rest of the second half of the year — so this Vogue shoot is the opening move, not the full campaign. The Pling line is the throughline to watch.