Versace, the iconic Italian luxury fashion house, has made a significant move by appointing Hyunjin from the K-pop sensation Stray Kids as its newest global brand ambassador. This decision marks Versace’s strategic entry into the K-pop world, tapping into the South Korean music phenomenon that has been revolutionizing the global fashion and luxury sectors.
Hyunjin, who has an impressive social media following of over 72 million fans, is set to lead the Versace Holiday 2023 campaign. This campaign, comprising both images and videos, is scheduled for a grand launch in November. Donatella Versace, the brand’s chief creative officer, expressed her enthusiasm about Hyunjin joining the Versace family. She praised his vibrant energy, creativity, confidence, and freedom of expression, describing him as the epitome of a “true Versace man.”
Hyunjin’s association with Versace isn’t new. He was recently spotted at the Versace Pop-up store opening in Seoul, making a statement as the first celebrity to grace the store. His appearance at the event was notable, especially as he was the only male idol invited and sported an unreleased Versace item, drawing significant attention. Moreover, Donatella Versace highlighted Hyunjin on her Instagram, further solidifying his status as a close associate of the brand.
— HYUNJIN STYLE (@stylebyhyunjin) July 20, 2023
In addition to his Versace association, Hyunjin has been actively involved in Stray Kids’ promotions. The group recently released their third studio album, “5 STAR,” and has been engaged in various promotions, fan-meets, and concerts. Stray Kids, formed in 2017, has seen a meteoric rise, with their albums achieving significant milestones, including platinum certifications and million-selling records.
The global luxury market has increasingly felt the influence of K-pop. Recent instances include Cartier appointing BTS’s V as its global brand ambassador and Loewe recruiting NCT’s Taeyong in a similar capacity. The South Korean luxury market, post-pandemic, has shown promising growth, further emphasizing the significance of K-pop in the global luxury and fashion sectors.
Hyunjin’s appointment as Versace’s global brand ambassador is a testament to the growing influence of K-pop on the global stage. With his unique style and charisma, Hyunjin is poised to bridge the worlds of music and fashion, bringing a fresh wave of energy to the Versace brand.