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.
Gianni Georgiades, FitFlop CEO said “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.”
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 – an architectural take on everyday edge
F-Luma Sling Back Loafer – versatile and elevated
Delicato Mary Jane Mule – sleek femininity with cushioning
Gen-FF Max – a bold lift on the everyday trainer
Retro Q Sneaker – nostalgic sport style debut
“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.
As FitFlop accelerates its global expansion and refines its position within the comfort footwear category, this renewed partnership with Song Hye Kyo highlights the brand’s commitment to elevated lifestyle design.
The FitFlop X Song Hye Kyo collection will be available in-stores and online from 1st September 2025.
