“Luxury goods…”
The rapidly developed economy.
The elevated cultural status.
Korea, like an expanding stretch mark from rapid growth.
Negative aspects began to gradually emerge.
One of them was the consumption rate of luxury goods.
[McKinsey & Company ‘Korea’s Per Capita Luxury Consumption Rate Ranks First in the World’]
What could be the reason for the drastic increase in luxury consumption?
There are many possible factors to consider.
In the 2020s.
The diversification of luxury houses and the emergence of new luxury brands.
The phenomenon of open runs and excessive price hikes.
The resale culture that takes advantage of the scarcity of luxury goods, etc.
But if we were to single out the fundamental reason, I think it’s the very characteristics of luxury goods themselves.
They provide psychological satisfaction rather than functional practicality.
In the Eastern cultural sphere, where we live within a collective society of ‘we’ rather than ‘me.’
Especially in Korea, a land so small.
Members of society can’t help but be conscious of others’ opinions.
Simultaneously accelerating materialistic and vanity trends.
Amidst this, with various images embellishing them, famous celebrities who are easy to envy become ambassadors and promote these brands.
In a place like Korea, where presenting oneself to others is essential, it’s perhaps inevitable that we lead the world in luxury consumption rates.
That being said, I didn’t want to join in just because it was already happening.
I didn’t want to see my elementary and middle school fans begging their parents for luxury goods; that was not a scene I wanted.
But…
─Still, I guess I have to…?
─Why? You don’t want to?
─No, I do…
I couldn’t just say I wouldn’t do it.
If I opposed it, my team leader might take it into consideration, but I, as a member of the company, had to keep the company in mind too.
Becoming an ambassador for a luxury brand held significant meaning.
In reality, there wasn’t much to gain from the contract itself.
At best, a small contract fee and sponsorship and vouchers from Cartier.
Lira received a tremendous contract because she was a world star.
That was a situation unrelated to me.
However, the reason I had to sign the ambassador contract was clear.
The ripple effect would be significant by itself.
The brand image of a luxury ambassador could elevate my worth by simply signing the contract.
Since other advertisers would factor in what the celebrity was advertising.
Especially with high-end lines like Cartier; there’s no need to elaborate further.
Of course, my worth would have steadily appreciated without such a contract.
‘Because it’s me.’
But this wasn’t just an issue limited to me and the company.
It affected the members of our team who were debuting alongside me.
When I rise, the value of my members rises with me.
I needed to pave the way for the older sisters to naturally secure contracts as well.
─Let’s just stick to being a Cartier ambassador this time. Gotta manage that image consumption. We can take on fashion and beauty brands later when something good comes up. Got it?
─Yeah, got it.
─Good, I’m proud of you, Do-hee.
So I can’t even say it’s the bare minimum of my conscience.
I turned down a few brands that are considered “new luxury” and only accepted Cartier, the high-class line.
‘So sad…’
I looked up at the falling rain as I walked toward the office entrance.
And I bitterly muttered to myself.
“It’s not about the outfit… it’s about the person…”
Just looking at my outfit says it all.
Baggy school gym clothes and oversized slippers, but…
Can I really hide this elegance and refined inner self?
“Woo-ah, what’s she doing?”
“Who knows?”
Kim Seo-yoon has no clue.
The anguish of having to accept luxury advertising because of this innate elegance.
“So sad…”
“Ah, why are you acting pitiful again?”
“What did you talk about with the team leader?”
I glanced at Kim Seo-yoon, shook my head, and sighed.
“Seriously. She’s doing this on purpose again.”
“She’s kind of cute like that; just let it go, unni.”
“Is it cute when she’s been like this for six years?”
“Why, she’s a baby.”
“She’s over five centimeters taller than me, what are you talking about?”
“She’s shorter than me, though?”
‘Right, what would Kim Seo-yoon know? You gotta endure it, Cartier.’
“Do-hee, you should use an umbrella. You’re going to catch a cold like that?”
“Yeah.”
Right, just like Na-eun unni, she’s kind enough to take care of people first.
The inside, the person, that’s what’s important.
“Hey, is Chiyo around?”
“Yes, yes, here I am…!”
“Chiyo, come and hold the umbrella.”
“Yes, yes, got it…!”
“Make sure to cover her properly. Aren’t your shoulders getting wet?!”
“Yes, yes…!”
The inside, the person, that’s what’s important.
*
[Seven 7]
[Seo-yoon: Ugh, Do-hee’s tone is so annoying these days.]
[Seo-yoon: Every little thing, she’s like ‘You have to endure it, Cartier.’]
[Seo-yoon: Honestly, it’s so funny, it makes me even more annoyed, lol.]
[Chae-rin: Phew, I’m glad I’m not beside her.]
[Chae-rin: Can you imagine if she was my roommate like in Seven? Yikes.]
[Ha-rang Unni: Hahaha, Chae-rin, so brutal.]
[Ye-eun: Hahaha.]
[Our Maknae♡: @Ye-eun Is it funny?]
[Ye-eun: (Crying duck emoji) Why is it always me…?]
[Our Maknae♡: Ugh… You have to endure it, Cartier.]
[Our Maknae♡: Okay, understood.]
[Hana Unni: Lol, she’s so excited.]
[Seo-yoon: Seriously, she does this all the time.]
[Seo-yoon: Earlier, it was like ‘Lira, Jae-hyun, Do-hee, let’s go Cartier!’]
[Ha-rang Unni: Hahaha, Dorahee!]
[Ye-eun: (nervously laughing dog emoji)]
‘Me too…’
I wanted to attend Fashion Week with the same brand and take pictures together.
I wanted to sit next to you and chat for the first time in a while.
At the after-party, I wanted to hold hands and enjoy some finger foods while having simple conversations.
[Sara: Congratulations…]
Sara felt a pang of sadness while looking at the chat room.
“Guys, it’s practice time~”
Hana Unni, who had just been typing in the chat, suddenly stood up.
“Sara Unni, they said we’re practicing…!”
“Yeah…”
Sara clung to the frail Ye-eun’s shoulder.
She was dragged to the practice room while wiping away tears.
*
A few weeks later, the news of Do-hee being selected as an ambassador was announced, and the Kpop community was soon filled with stories about her.
[Former Seven’s Do-hee, New Face of Cartier (Official)]
─(Photo)
=Photo provided by Cartier
Former Seven member Do-hee has joined Cartier as an ambassador and become the new face of the Panthers of Cartier campaign.
Cartier explained the reason for her selection, stating, “Cartier gives a greater voice by blending cultural and musical art projects with style and social expression, and only Cartier can deliver such expressions.”
-Wow, suddenly? Do-hee is really doing well!
-They’re shooting ads non-stop!
-Wow, she’s working with Cartier…
-Didn’t she not even do a photoshoot with Cartier before?
└Seems like she’s really blown up lately.
└Yeah, overseas fans are going crazy too; just look at the engagement on her YouTube videos!
-That’s incredible, really!
-Cartier lineup: Lira, Jae-hyun, Do-hee, wow!
-Dorahee with Cartier?
└Hey, don’t use that nickname!
└Yeah, when she’s working, she’s Do-hee, hahaha.
[Cartier originally used a pianist ambassador and all that.]
[W Korea Do-hee Cartier photoshoot preview video.]
And as if competing, news of Sara becoming an ambassador came out right after.
[Former Seven member Eun Se-ra, appointed as Givenchy ambassador.]
These announcements naturally brought joy to the Seven fans.
-Whatever Do-hee does, Sara follows her, as usual, hahaha.
└Hahaha, our roomies are tight, ㅠ.
-It’s been a short time since their disbandment, but it’s nice to see they’re doing their best in their own places.
-Seeing the news coming out one by one, I wonder if they’ll start filming shows again soon.
However, these types of topics were only slightly mentioned in large communities.
They weren’t astonishing enough to resonate with the general public.
Such news was revealed a week later through an official announcement from JS.
[Hana Kwon, Park Ye-eun, join JS group… Remarks via SNS (MD video)]
Hana Unni, Park Ye-eun, JS Division joins… SNS remarks (MD video)
[The second Seven, at JS… Eun Se-ra, Hana Kwon, Park Ye-eun]
[Park Ye-eun, ex-Seven, profile disappeared from the old agency’s website]
[Hana Kwon’s strong loyalty to Pudding Entertainment, what’s the cost of the JS label deal?]
*
Hana Unni’s transfer was confirmed not long ago.
Apparently, the chairman of her former agency sent Hana Unni off first.
Of course, they must have gotten a hefty sum for it.
Thanks to that, the Seven group chat is buzzing with Ha-rang Unni complaining big time.
[Seven 7]
[Ha-rang Unni: Why is it just me and Chae-rin alone?]
[Ha-rang Unni: Hey, Gong Chae-rin, do you want to team up with me?]
[Chae-rin Unni: Nope?]
[Chae-rin Unni: I really don’t want to.]
[Ha-rang Unni: Heartbroken…]
[Me: Topist should join us, haha.]
[Seo-yoon Unni: Join us, haha.]
[Chae-rin Unni: Leave, haha.]
[Ha-rang Unni: Don’t tease me… I’m sad…]
Anyway, the fact that an official article came out from JS means they’ve officially begun preparing for their girl group debut.
And that means our Topist is in the same boat.
“Hey, everyone, you here?”
As I walked into the meeting room, CEO Kim Wi-dong was waving.
We all greeted him with a bow.
“Hello, CEO!”
“Right, how’s practice going these days?”
I’m dying over here.
“Yes, CEO!”
Stop making us work out.
I’ve lost 3 kilos.
What if my chest disappears…
“Do-hee, what’s with that face?”
“Nothing…”
“Is it really nothing? If it’s tough, just tell anyone.”
“Yes…”
“So-hyun, are you making all of them see a therapist?”
“Yes, once a month.”
“Good, good. Oh, kids, don’t stand, sit down first.”
The slightly chaotic atmosphere settled down, and the CEO began to speak again.
“Jeong, share the news now.”
“News? Team Leader, did you get promoted?”
“Oh, you guys didn’t know? So-hyun is stepping down as A&R team leader and will now be taking over as director and producer, managing your production.”
“Really?”
“Whoa, jackpot.”
“I had no idea.”
Team Leader So-hyun nodded.
“Yeah, from now on, I’ll take full care of you guys as a director.”
Though Team Leader So-hyun usually keeps her facial expressions neutral, she looked genuinely happy with that smile.
“You all saw this coming, right?”
The reason I think Team Leader is feeling good is not just because she’s a producer or a director.
“I’ve waited so long to hear the group name. You’ve all worked hard.”
I think she was excited to talk about our debut and congratulate us.
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