Bangkok: Nadech Kugimiya has been named the first brand ambassador for CC DOUBLE O in 20 years, marking a significant milestone for the fashion brand. His inaugural project is the campaign titled "THE NEW BASIC - Impossible to Ignore," which aims to redefine basic fashion items by encouraging individuals to explore new styles and perspectives. Joining him in this venture is Pat Chayanit, who brings her unique fashion sense to the campaign, offering her interpretation of its message.

According to Thai News Agency, Nadech's role as a brand ambassador is rooted in his long-standing connection with CC DOUBLE O, particularly their recognizable "bird" logo. This iconic symbol, featured prominently in the campaign, represents themes of freedom, confidence, and individuality. Nadech expressed his honor and happiness at being part of a brand that resonates deeply with his personal identity, emphasizing that CC DOUBLE O allowed him to remain authentic without altering his personality.

CC DOUBLE O has also enlisted the talents of Pat Chayanit, a well-known fashion icon, to contribute to the campaign. Known for her distinctive style, Pat embodies the fashion sense of the new generation by creatively combining basic items to craft unique looks. She shared that fashion, for her, is about confidence and personal expression rather than adhering strictly to trends. She highlighted the enduring presence of basic items like t-shirts, shirts, and denim in fashion and their potential to be styled in ways that reflect individuality.

The campaign "THE NEW BASIC - Impossible to Ignore" is designed to inspire a fresh approach to basic apparel, encouraging people to use everyday items as a canvas for self-expression. It aims to redefine these staples as versatile tools for any occasion, free from limitations. Central to this campaign is the bird logo, symbolizing the brand's commitment to freedom and confidence, values that have remained constant for CC DOUBLE O.