The fashion platform names LE SSERAFIM as its new brand face and unveils its year-end campaigns and the W Week festival.

W Concept named LE SSERAFIM as its new face on the 10th. The fashion platform said LE SSERAFIM’s trendy, bold, and confident image aligns with the direction the brand pursues, leading to their selection as the face of the brand.

The brand’s campaign slogan is “Play Shopping with W Concept,” focusing on a new experience that blends short-form content with shopping. LE SSERAFIM members’ distinctive fashion styles could showcase the styling of the designer brands carried by W Concept.

From that day, W Concept will unveil brand campaign videos featuring the members’ personalities and will run future customer-participation short-form events to broaden customer touchpoints.

In addition, Japan is being positioned as a hub in Asia, where W Concept plans to roll out LE SSERAFIM campaigns and related brand activity.

Together with this, W Concept will host the year’s largest event, W Week, until 10 a.m. on the 24th. In fashion, beauty, lifestyle, and kids categories, about 7,000 brands are participating—the largest number ever.

During the 24‑hour brand sales and exclusive brand deals, around 200 brands including Rueuvre, Frontrow, On&On, LeMeMe, Mango Maniflies, and Cita will participate, offering substantial discounts.

The New Concept Encore Sale will feature top-selling items from newly onboarded brands, with Mango, Muirmuir, Huxley, and Cucu among the participants.

The lineup for this year’s trending items looks back at the season’s trends, featuring popular products that sold out quickly or were restocked multiple times.

Relay live broadcasts will also be introduced. On the 11th, a “W Week Apparel” livestream will showcase winter outerwear and knits, while on the 12th, a “W Week Accessories” livestream will highlight gloves and scarves, expanded to five broadcasts in total. Each livestream will offer benefits such as free exchanges and double coupons.

In addition, a variety of events and coupon benefits will be offered. Daily random coupon events will deliver up to 90% discount coupons, and raffles will feature prizes such as the Apple Watch Hermes Edition and the Grand Josun Busan’s Kids Suite breakfast package.

A W Concept representative said they aim to strengthen communication with the 25–29 age group through LE SSERAFIM as part of this major year-round fashion festival, and they hope it will provide opportunities to experience a broad range of brands and products.