LF’s HAZZYS to expand the universe of its in-house character ‘Harry’

[Financial News] HAZZYS, LF’s casualwear brand, is strengthening its brand communications by leveraging its in-house character, ‘Harry.’
According to LF on the 15th, HAZZYS released ‘26FW Golden Line,’ an animated video about 4 minutes and 30 seconds long starring Harry, for this year’s fall/winter (FW) season. Since the 16th of last month, the video has garnered 1.48 million cumulative views on YouTube, reaching its target of 1 million ahead of schedule. It has also drawn responses on Instagram in Taiwan, Japan, Russia, Vietnam and elsewhere.
Harry is a character created in 2022, inspired by the English Pointer, the breed emblematic of HAZZYS. HAZZYS is cultivating Harry as a brand asset to showcase seasonal styles and connect with customers around the world.
For this video, HAZZYS collaborated with its Style Design Team, drawing on the seasonal collection and incorporating looks featuring key products into the character’s design. HAZZYS’ official online store, Hazzys.com, features a dedicated ‘Harry Hall’ section showcasing the styles Harry wears in the video.
The character is also being used overseas. Each season, HAZZYS presents animated videos starring Harry at global order fairs. In Russia, Harry-related merchandise has ranked among the top-selling product categories, while in China the character is being incorporated into products developed locally. At its offline stores, HAZZYS has installed a large Harry sculpture and AI-based video content at its flagship store, Space H Shanghai, in Xintiandi, Shanghai, China. In Korea, it has recreated London streets and subway stations, among other settings.
A HAZZYS spokesperson said, “Harry’s friendly, witty image helps lower language barriers and convey the brand’s sensibility and style intuitively,” adding, “We will continue to expand Harry’s universe through AI content, products, digital platforms and spaces.”
[email protected] Kang Myeong-yeon Reporter