Amiri is proud to announces South Korean musician and songwriter Sunwoo as its new brand ambassador.
The main rapper in South Korean group The Boyz, who debuted on the international music scene in 2017, Sunwoo has rapidly built a worldwide fanbase – he is internationally acclaimed as a new pop superstar. A pivotal figure at the intersection between music and fashion, Sunwoo is celebrated for his musical innovation and personal style, his influence is felt across the globe.
Grounded in authenticity, Amiri collaborations are always organic and true, based in a mutual understanding and trust, a genuine connection. Mike Amiri and Sunwoo first met at the Autumn-Winter 2024 Amiri show in January 2024 in Paris. Sunwoo’s first-ever runway show, it proved the spark that began this partnership between two like minded individuals – connecting again in Seoul later in 2024, the two formed a bond, sharing creative dialogue through their love of music, their appreciation of style, their artistic freedom.
Linking inherently with the Amiri brand identity – a fundamental tie to musicians and the showmanship of their performances, reflected constantly through Mike Amiri’s design ethos – this ambassadorship also represents an evolution of the unmistakable Amiri spirit. Ever-expanding from its first flagship on Rodeo Drive, opened in 2020, Amiri today is a truly global luxury brand – including stand-alone stores in key Asian cities of Shanghai, Nanjing and Tokyo.
An icon on the rise, Sunwoo is emblematic of Amiri’s contemporary cross-pollination between different mediums and cultures – his ambassadorship reflects both the roots of Amiri in music culture, and the truly global vision of its future.
For me, Amiri is about a chosen family – and I am so happy to welcome Sunwoo to become part of our community, our family. When we connected in Seoul, we felt like brothers. My roots are in music, and that is something that always inspires me: a language that transcends boundaries and speaks universally. To be able to creativity connect L.A. with Seoul – to reach across the world – feels like the future.
– Mike Amiri
Amiri’s Autumn-Winter 2024 show was the first runway I ever attended – and I could feel an affinity between my own identity and a brand whose foundation is on a celebration of the fusion of music and fashion. As a performer, clothes are a way to express myself – to convey a message to match my music. AMIRI and I share a language.
– Sunwoo
