2024 was a big year for the girl group KATSEYE. There have been jam-packed shows, much-talked-about record releases, and an undeniable hit in “Touch”. To top it all off, they’ve now snagged a starring role in a new campaign from Coach and Matin Kim, with a similarly international scope.

Recently unveiled, the limited-edition COACH Matin Kim collaboration has seen the two labels team up to create 11 distinct pieces, blending the craft-based heritage of Coach with the utilitarian ethics of the Seoul-based streetwear label – who are known as the sought-after brant pioneering K-wave style. The result? A capsule collection of genderless staples, including hoodies, t-shirts, and two sleek bomber jackets.

Centre stage, though, is the classic Cargo Tote: appearing in blue and black denim iterations, the bag brings together both brand’s logos, with nods to their respective philosophies from its sleek silhouette to high-quality hardware. “The street style at the heart of Matin Kim aligned so naturally with Coach’s own city roots,” says Matin Kim creative director Woobin Kim of the capsule collection. “It was exciting to blend each brand’s aesthetic and unique design language to craft something new rooted in the expressive and dynamic spirit of our community.”

Specifically, the brands wanted to celebrate the expressive and individualistic styles of youth culture in the city, inspired by the dynamic energy of urban landscapes. “I am fascinated by today’s generation’s fluid approach to dressing,” adds Coach creative director Stuart Vevers, “and how they are recontextualizing traditional codes of fashion for themselves.”

The collaboration  launches physically across Korea, Hong Kong, and Japan – as well as online – making KATSEYE a perfect fit for the accompanying campaign shot by Hanna Moon, which is rooted in the idea that we all contain many diverse selves. As such, all the group’s members embody different personas, from introspective “loners” to outgoing “lovers”. Take a look in the gallery above.

Available to shop online globally at matinkim.com and coach.com in Japan, Korea and Hong Kong. The collection is also available in select Coach and Matin Kim stores across Japan, Korea and Hong Kong.