Nordisk x Lee Chan-hyuk 26FW Ad: "The Season We Love" – Autumn Outdoors with AKMU’s Lee Chan-hyuk
When autumn arrives, you can feel the change of seasons without even traveling far. Sometimes, the crisp air, the colors of the forest, and the quiet atmosphere by the lake make **autumn itself feel like a scene from a journey**.
The **"The Season We Love" campaign (featuring Lee Chan-hyuk)** for Nordisk’s 2026 FW season captures this very essence of autumn.
**Lee Chan-hyuk of AKMU** stars as the model in this advertisement. Ahead of the 2026 FW season, Nordisk selected AKMU members Lee Chan-hyuk and Lee Su-hyun as its new brand ambassadors and launched a campaign showcasing a Nordic-style camping and outdoor lifestyle set against the backdrop of autumnal lakes and forests.
In this post, we’ll explore the **meaning behind the campaign title "The Season We Love,"** look at Lee Chan-hyuk’s style and the video’s atmosphere, and introduce Nordisk’s brand concept—something international K-pop fans will want to know.
## Official YouTube Video
[Nordisk 26FW "The Season We Love – Lee Chan-hyuk Edition"]
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## 1. Nordisk 26FW Ad: Why Lee Chan-hyuk?
To fully appreciate this advertisement, it helps to first consider the image associated with **AKMU’s Lee Chan-hyuk**.
Lee Chan-hyuk is known as a singer-songwriter who creates music for AKMU and as an artist who showcases unique fashion and his own distinctive style of self-expression. By selecting AKMU as the faces of its 26FW season, Nordisk has infused the campaign with a **natural, free-spirited vibe and an evocative lifestyle sensibility**. The campaign itself captures a relaxed outdoor atmosphere, featuring elements such as lakes, forests, camping chairs, and bicycles.
Consequently, the segment featuring Lee Chan-hyuk offers a different feel from the typical imagery of an outdoor model exercising in nature.
Instead of intense action, the focus is on **spending time with oneself amidst nature**.
## 2. The Meaning Behind the Title: "The Season We Love"
The campaign is titled **"The Season We Love."**
In English, this translates to "The Season We Love."
What is important here is that the message goes beyond simply saying, "Here are our autumn clothes."
For Nordisk, autumn is not merely a **specific season for outdoor activities**; rather, it serves as the backdrop for a lifestyle spent in harmony with nature.
Scenes of leisurely moments spent gazing at autumn forests, lakes, and campsites shift the focus from "what needs to be done" to **"how to enjoy the season."**
This approach aligns with the **"Nordic Outdoor Life"** concept proposed by Nordisk for its 26FW campaign.
## 3. Lee Chan-hyuk’s 26FW Outdoor Style
In this campaign, Lee Chan-hyuk showcases Nordisk’s **26FW outerwear styles**. In the newly released 26FW pictorial, Lee Chan-hyuk is wearing a **PrimaLoft lightweight padded hoodie jacket**.
This product features PrimaLoft ThermoPlume+ insulation and utilizes a material that is both water-resistant and quick-drying, with a design that balances warmth and volume. It also features a detachable hood, allowing for versatile styling.
The **Lokki Light Crystal Down Hoodie Jumper**, worn by both Lee Chan-hyuk and Lee Su-hyun, was also highlighted as a key product for the 26FW season.
This lightweight down jacket uses Crystal Down insulation and an ultra-lightweight 10-denier ripstop fabric, emphasizing a light yet cozy warmth.
If you are an international fan unfamiliar with certain fashion terms, here are a few things worth knowing:
**FW** stands for *Fall/Winter*, referring to the autumn and winter season.
Therefore, **26FW** signifies the collection for the Fall/Winter season of 2026.
## 4. Korean Outdoor Advertising and the ‘Nordic Lifestyle’
An interesting aspect of the Nordisk advertisement is the way it portrays the outdoors.
When thinking of Korean outdoor advertisements, one might typically picture scenes of mountain climbing, fast-paced running, or enduring extreme environments.
However, this 26FW campaign takes a slightly different approach.
**Lakes, forests, camping chairs, bicycles, and warm outerwear** come together to form a single scene. Rather than focusing on the intensity of physical activity, the campaign highlights the experience of simply spending time in nature.
This style is particularly appealing to international K-pop fans as well. Korean outdoor fashion goes beyond mere gear for hiking or camping; recently, it has increasingly been defined as **lifestyle fashion that seamlessly transitions between travel, café visits, city life, and everyday routines.**
This advertisement leverages the unique personality of musician Lee Chan-hyuk to naturally blur the lines between outdoor activities and daily life.
## 5. What International K-Pop Fans Should Look For in the Lee Chan-hyuk Spot
For international fans new to AKMU, the experience is more engaging if viewed not merely as an advertisement featuring a model, but as a **campaign that fuses a musician's unique character with the brand's identity.**
As an artist with a style distinct from typical outdoor models, Lee Chan-hyuk shines in a format that **harmonizes his personal vibe with the natural scenery**, rather than simply highlighting the brand's clothing against a backdrop of nature.
AKMU is a South Korean sibling duo consisting of Lee Chan-hyuk and Lee Su-hyun.
It has been announced that the '26FW' campaign will feature content showcasing both artists together as well as individual content that highlights their unique personalities.
Therefore, after watching Lee Chan-hyuk’s spot, checking out Lee Su-hyun’s version or other '26FW' content allows you to compare **how the campaign expresses the distinct personalities of each model** within the same brand narrative.
## Key Takeaway: ‘The Season We Love’ with Lee Chan-hyuk
Nordisk’s **'26FW: The Season We Love' (Lee Chan-hyuk Edition)** is a campaign that connects the autumn season with outdoor fashion.
Here is a summary of the key themes: * **Nordisk 26FW**
* **AKMU’s Lee Chan-hyuk**
* **The Season We Love**
* **Nordic Outdoor Lifestyle**
* **Autumn Forests and Lakes**
* **Camping, Travel, and Everyday Fashion**
* **Lightweight Puffer and Outerwear Styling**
From an advertising perspective, what particularly stands out is the shift in focus from mere "outdoor activities" to an **"outdoor lifestyle."**
By leveraging Lee Chan-hyuk’s unique artistic personality and natural vibe, the campaign presents Nordisk’s 26FW collection not just as functional gear, but as **fashion meant for sharing the moments of autumn.**
If you are an international K-pop fan, take a look at this video to experience **Lee Chan-hyuk’s style, the scenery of a Korean autumn, and the Nordic outdoor lifestyle as interpreted by a Korean fashion brand.**
True to the title "The Season We Love," the heart of this campaign lies not just in what you wear, but in **the kind of season you wish to experience while wearing those clothes.**
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