SEVENTEEN's Jeonghan is stepping into a new role in the world of fragrance, joining niche perfume brand SW19 as its newest global brand ambassador. The partnership brings together the K-pop star's distinctive image and the London-inspired fragrance brand's focus on memories, time and scent.

SW19, a fragrance brand operated by WAGTI, announced Jeonghan's appointment on Thursday, Oct. 1. The brand said that it selected the SEVENTEEN member based on the global profile he has developed through his career as well as the wide variety of concepts and images he has embraced over the years.

The collaboration will begin with a campaign centered on SW19's "Midnight" fragrance, setting the tone for Jeonghan's first appearance as the brand's global ambassador.

The campaign for "Midnight" draws inspiration from one of Jeonghan's most recognizable nicknames: "Angel (1004)". The concept places him between two contrasting worlds as he encounters the fragrance, creating a visual narrative built around mystery, duality and transformation.

"Midnight" itself combines sandalwood and musk, giving the campaign a darker and more atmospheric character. Rather than presenting the fragrance through a conventional product-focused advertisement, SW19 has created a storyline that connects the scent with Jeonghan's established image.

The campaign will be released through both video and photographic content, allowing the concept to unfold across multiple formats.

The first campaign image gives fans a glimpse of the aesthetic. Jeonghan appears dressed in a long black coat, looking back over his shoulder while standing in a black-and-white field. Sheer fabric can be seen moving through the air behind him, adding a dramatic and dreamlike element to the photograph.

The monochromatic setting also complements the "Midnight" concept, while Jeonghan's styling creates a sharp contrast between the natural surroundings and the darker fragrance-inspired mood.

The partnership is expected to go beyond the initial "Midnight" campaign. SW19 plans to develop additional brand content around the theme of "the scent of time".

The concept connects fragrance with memories and changing moments, exploring how particular scents can become associated with different stages and experiences in a person's life. Jeonghan's involvement allows the brand to develop that idea through a global K-pop audience while retaining the storytelling approach at the heart of the campaign.

For a fragrance brand, the idea of connecting scent with memory is particularly relevant, as perfumes are often associated with specific places, people and moments. SW19's upcoming content will reportedly explore those connections through scenes and memories that evolve.

Jeonghan's appointment also reflects the growing role of K-pop artists in global fashion and beauty campaigns. As SEVENTEEN's international audience continues to expand, individual members have increasingly taken on opportunities that highlight their own identities and styles outside the group.

The fragrance announcement arrives during another busy period for Jeonghan. The SEVENTEEN member is also preparing for a new musical chapter with fellow member Joshua.

The pair are set to debut as the unit JxJ with their first mini album, "DREAMSCAPE", on October 19. The upcoming release will mark another opportunity for fans to see Jeonghan and Joshua in a more focused two-member setting.

The timing gives Jeonghan several creative avenues to connect with fans this month, from his new fragrance partnership to his upcoming unit activities.

While SEVENTEEN is known for its large-group performances and diverse concepts, individual projects such as JxJ allow members to explore different sides of their artistry. Jeonghan's SW19 campaign similarly places the focus on his personal image, using his "Angel (1004)" identity as a starting point for the fragrance's visual story.

With Jeonghan now representing SW19 on a global level, the partnership is positioned to introduce the fragrance brand to an international audience familiar with the SEVENTEEN star.

His first campaign for "Midnight" combines his recognizable visual identity with the fragrance's sandalwood-and-musk profile, while the broader "scent of time" concept gives the collaboration room to develop beyond a single promotional campaign.

As Jeonghan prepares to make his JxJ debut with Joshua later this month, his new role with SW19 adds another dimension to his growing list of individual activities. For fans, the first glimpse of the "Midnight" campaign offers a darker and more mysterious take on the SEVENTEEN member's familiar "Angel" image.