Following the success of their debut campaign, FitFlop, the globally recognized footwear brand renowned for ergonomic innovation, is once again joining forces with acclaimed Korean actress Song Hye Kyo for AW25/SS26.
This new season builds on the brand’s signature fusion of style and performance, presenting a collection that pairs contemporary design with biomechanically engineered comfort.
“Building on the phenomenal success of our first campaign together, this season is all about pushing innovation forward. Song Hye Kyo embodies the perfect balance of style and substance, just like our footwear, and her incredible influence across the world makes her the ideal partner as we continue to expand globally,” said FitFlop CEO Gianni Georgiades.
Shot on location in Seoul, the campaign captures Song’s effortlessly modern style as she showcases her handpicked favorites across both seasons: F-Mode Stack Chelsea Boot offering an architectural take on everyday edge; F-Luma Sling Back Loafer providing versatile elevation; Delicato Mary Jane Mule featuring sleek femininity with cushioning Gen-FF Max; and Retro Q Sneaker delivering a bold lift on the everyday trainer with nostalgic sport style.
“FitFlop shoes are comfortable and easy to style for everyday wear, so I often wear them in my daily life,” says Song Hye Kyo.
The collection introduces a sophisticated color palette, blending earthy tans and warm cappuccinos with rich plum, soft turtle dove, and deep denim hues, designed to transition seamlessly from autumn into spring.
