Louis Vuitton names Song Joong-ki brand ambassador

Actor Song Joong-ki in Cannes [NEWS1]

Actor Song Joong-ki has been named the new brand ambassador of Louis Vuitton, the French luxury fashion house and company announced Wednesday.

“With Song Joong-ki as our new ambassador, we embark on a new journey with Song, who ceaselessly continues his adventure and attempts in acting,” said Louis Vuitton in a press release. The company recently appointed J-Hope of boy band BTS and Hyein of girl group NewJeans as their brand ambassadors back in February and March.

Song is currently attending the 76th Cannes Films Festival, a first time for the actor to visit the renowned festival after director Kim Chang-hoon’s upcoming film “Hopeless” was invited to the festival for Un Certain Regard, a section for new horizons and filmmakers.

“Hopeless” is a noir film depicting the story of Yeon-gyu, played by newcomer Hong Xa-bin, who wants to escape the harsh realities of his life when he meets Chi-geon, played by Song. Yeon-gyu then steps into the world of organized crime with Chi-geon.

“Cannes Films Festival is such a good opportunity for me, and I’m honored to be invited. Who knew a countryman would ever visit here,” said Song during an interview with the press. The actor added that he had asked his wife, British actor Katy Louise Saunders, for advice as she had attended the film festival previously. Saunders is also currently in Cannes in support of Song.

“I received the scenarios for ‘Hopeless’ as I was striving for something in a darker genre," Song recalled. "The scenarios looked so good that it gave me goosebumps,” he said, adding that he didn’t mind at all taking a non-lead role.

“At the same time, I was afraid of the film not receiving any investments, that’s why I said that I’d do it without getting paid,” Song said.

“Hopeless” will screen in the Un Certain Regard section of the Cannes International Film Festival and be released in Korea in the second half of this year.