Viviane Adds Music to AI Models... Launching 'Digital Fashion' with Sound Republica

Youngseop Son, CEO of Vivian (right), and Taeyoon Kim, Co-CEO of Sound Republic, are posing for a commemorative photo after signing a business agreement on the 25th at Vivian headquarters’ main conference room in Jung-gu, Seoul. Provided by Vivian

Korean fashion company Viviane is embarking on next-generation marketing by combining AI models with music content. The company’s strategy is to expand digital content such as short-form videos and drama shorts, while distributing its own music on global platforms to simultaneously boost brand awareness and profitability.

On the 25th, Viviane announced that it had signed a memorandum of understanding (MOU) with global music and content company Sound Republica to build a brand communication system that merges AI capabilities with music distribution expertise.

According to the agreement, Viviane will set business objectives and target customer segments, while Sound Republica will support AI content planning, music production and distribution, and social media (SNS) execution strategies. The two companies plan to collaborate by focusing on three core areas: leveraging AI models and influencers; producing and releasing customized music globally; and strengthening SNS promotional strategies.

Viviane intends to develop AI models and influencers tailored to the unique preferences of each brand’s customer base, utilizing them in lookbooks, brand films, and short-form content on social media. By leveraging AI, the company aims to reduce the time and costs required for content creation, while conducting optimized marketing for each platform.

The company will also differentiate content strategies by platform. On Instagram, it will utilize AI-powered lookbooks; on TikTok, it will introduce short-form content combined with music; and on YouTube Shorts, it will focus on story-driven content.

Viviane is also considering the use of interactive AI influencers to communicate directly with consumers. The plan is to utilize AI influencers as two-way communication channels, enabling them to respond to consumer comments and questions and provide styling information.

The company will produce episodic "Shorts Dramas" as well. By developing recurring characters based on daily life and lifestyle themes, Viviane aims to deliver brand messages naturally and, in the long term, build a customer fandom and unique brand assets.

The company will also pursue music IP monetization. Viviane plans to produce campaign songs and background music (BGM) reflecting its brand identity for both online and offline marketing, while officially distributing its own music across more than 200 global platforms including Spotify and Apple Music.

The goal is not just to promote fashion products but also to utilize music itself as a content asset, thereby achieving both enhanced brand publicity and music royalties.

Going forward, Viviane intends to unify AI models, short-form videos, and music content into a single marketing framework. The company will start with pilot projects centered on high-impact key initiatives, then verify their results before expanding their application.

The company expects that this collaboration will serve as an opportunity to transform its business model from a traditional fashion company to one that creates digital content and communicates directly with consumers.

A Viviane representative stated, "Our goal is to build a distinctive digital brand asset by integrating AI, music, and short-form content. We aim to provide global consumers with a differentiated experience and lead a new paradigm in fashion marketing."

Viviane has previously responded to changes in the market environment through experiences such as operating a production base in the Kaesong Industrial Complex and establishing overseas manufacturing systems. Building on this business execution capability, the company also plans to generate new growth opportunities through this AI and digital transformation initiative.

This content was produced with the assistance of AI translation services.