With a host of international muses that already reads like the VIP list to a very exclusive party, Redken 5th Avenue NYC has added another fashion-favourite model as their latest brand muse. South Korean beauty Soo Joo Park, who has achieved not just modelling success but also fame for her loud personality, trend setting street style and large social media presence, is Redken’s newest name.


Soo Joo has modelled for dozens of big name brands, such as Chanel, Tom Ford and DKNY, and appeared on the cover of major magazines including Harpers Bazaar, Interview, Elle and multiple editions of international Vogue. She is currently represented in Seoul, Milan, London, New York, Paris, Hamburg and Sao Paulo.

Soo Joo’s hair is already a prominent part of her character, with her iconic change to platinum blonde soon after being discovered in California, a key factor in her success.

“I’ve gone through a lot of changes with my hair,” says Soo Joo. “Hair is the ultimate form of self-expression and I love how it can really transform my look and show my style. I’m so excited to be chosen as a Redken muse and can’t wait to share my hair journey with other people.”

Soo Joo will join musician Sky Ferreira, international fashion blogger Chiara Ferragni, model Lea T, renowned hairstylist and fashion industry icon Guido Palau, and celebrity hair colourist Tracey Cunningham as a Redken brand muse. She will make her debut in early 2015, with a campaign for extreme hair care photographed by Matt Irwin. A brand-led social media campaign will also showcase her exciting life and hair journey.

“Soo Joo is a true sensation who can’t help but break the mould. She has a sense of self that is evident in her one-of-a kind-style and bold beauty transformations,” says Shane Wolf, Global General Manager of Redken. “Her fearlessness and modern approach to beauty makes her a perfect fit for Redken.”
Continuing to treat hair and fashion as a single entity, Redken has found the perfect ‘It’ girl in Soo Joo Park, who in turn should feel well at home with this innovative brand.

For more information visit www.redken.com.au