EPT Introduces NCT’s Taeyong as Its New Brand Model
Fashion brand EPT, known for its Californian lifestyle sensibility, has announced NCT’s Taeyong as its new brand model and unveiled its 2026 campaign, ‘COMFORT COMPLETE.’
Under the slogan “EPT completes everyday comfort, adding comfort to daily life,” the campaign proposes a refined vision of ease designed for modern everyday living. Through Taeyong’s distinctive presence, EPT translates the idea of “complete comfort” into a stylish and contemporary visual language.
As a global artist with a strong musical identity, powerful performance history, and unique fashion sensibility, Taeyong brings a sophisticated energy to the campaign. His image aligns naturally with EPT’s brand philosophy, which centers on comfort, lifestyle, and effortless style.
A representative from the brand shared that Taeyong was selected as the new model because his refined taste, creative energy, and global influence resonate with EPT’s identity. The brand also noted that it will continue to present a variety of lifestyle-driven styles with Taeyong, expressing both everyday comfort and a more elevated sense of fashion.
The Meaning of ‘COMFORT COMPLETE’
The ‘COMFORT COMPLETE’ campaign focuses on comfort not simply as a functional quality, but as a lifestyle attitude. It reflects the way clothing and footwear can support one’s daily rhythm while also expressing personal taste.
In the campaign visuals, Taeyong reveals a unique balance of chicness and softness. His natural yet polished presence enhances the brand’s message that comfort and style do not need to be separate ideas. Instead, EPT presents them as two essential elements of a complete daily wardrobe.
Through Taeyong’s styling, the campaign captures a sense of movement, relaxation, and confidence. The result is a visual story that feels calm, modern, and highly wearable, while still carrying the expressive energy of a fashion campaign.
The ‘Morning Calm’ Capsule Collection
Alongside the campaign launch, EPT is introducing a new capsule collection titled ‘Morning Calm.’ The collection consists of eight footwear styles and sixteen apparel and accessory items.
Inspired by the flow of time and color across the Korean peninsula, the collection reinterprets the quiet atmosphere of the morning, the warm tones of sunset, and the violet mood of night through a contemporary design approach.
One of the distinctive features of the collection is its use of familiar Korean cultural details. Everyday expressions such as “eoljuka,” meaning the habit of drinking iced Americano even in cold weather, are reflected throughout the design language. By incorporating these local lifestyle codes, EPT creates a collection that feels both global and distinctly connected to Korean daily culture.
Key footwear pieces include the ‘Alicante’ sneaker, a low-profile reinterpretation of EPT’s iconic ‘COURT’ shoe, and the new ‘Checkmate Driver,’ a driving shoe created with the participation of EPT’s Japanese director Poggy.
The collection also includes tank tops, T-shirts, work jackets, hoodies, and ball caps that capture the mood of the campaign. These pieces are designed to offer versatile styling options for daily dressing, from relaxed casual looks to more polished street-inspired outfits.
Taeyong’s Effortless Interpretation of EPT Style
In the campaign, NCT’s Taeyong presents the ‘Morning Calm’ collection with his own distinct style. His styling feels relaxed yet refined, understated yet memorable.
Rather than relying on excessive visual elements, the campaign highlights Taeyong’s natural aura and the quiet confidence of the collection itself. Through this approach, EPT reinforces its message that comfort can be sophisticated, expressive, and visually compelling.
Taeyong’s presence gives the campaign a strong identity. His ability to move between sharp charisma and soft elegance mirrors the collection’s balance between function and fashion.
EPT Opens a Campaign Pop-Up Store in Seongsu
To celebrate the launch of the campaign, EPT will operate a large-scale pop-up store at its Seongsu flagship store from May 1 to May 10.
The pop-up will allow visitors to experience the message of ‘COMFORT COMPLETE’ and the world of EPT’s campaign with Taeyong in an immersive offline setting. Created in collaboration with LOWLIT, the event will feature an outdoor lounge designed as a space of urban relaxation.
Visitors can also enjoy music curated to reflect the brand mood, special spatial experiences, and a lucky draw event. Through these elements, the pop-up store aims to present EPT not only as a fashion brand, but also as a lifestyle brand that creates moments of comfort within the city.
Seongsu has become one of Seoul’s most influential districts for fashion, beauty, and lifestyle brands. By hosting the campaign pop-up in this area, EPT is strengthening its connection with consumers who value both style and experience.
A New Standard of Everyday Comfort
EPT’s ‘COMFORT COMPLETE’ campaign with NCT’s Taeyong presents a new interpretation of everyday comfort. It suggests that what we wear every day can feel effortless while still carrying a strong sense of identity.
With the ‘Morning Calm’ capsule collection, EPT combines footwear, apparel, and accessories into a cohesive lifestyle proposal. Through Taeyong’s expressive yet natural styling, the brand introduces a fresh vision of comfort that feels modern, relaxed, and refined.
The campaign with NCT’s Taeyong can be viewed through EPT’s official website and social media channels. The ‘Morning Calm’ capsule collection will be officially released on May 1 through EPT’s official online store and major offline stores nationwide.