The fashion house furthers its strategic alignment with global K-pop influences
Gucci has officially named Lee Know, a prominent member of the global K-pop sensation Stray Kids, as its newest global brand ambassador. The appointment reinforces the house’s ongoing investment in K-pop as a key driver of cultural relevance and consumer engagement, particularly among Gen Z in Asia and beyond.
Lee Know joins a growing roster of Gucci ambassadors from the K-pop sphere, following BTS group member Jin’s appointment in August 2024. His new role was announced via Gucci’s social media platforms, accompanied by a portrait of the artist wearing a black leather look from the brand’s pre-fall 2024 collection.
Stray Kids, formed in 2017, has become one of K-pop’s most commercially successful acts internationally, recently headlining major U.S. festivals and topping Billboard charts. Their members’ brand tie-ups have become a key part of that visibility, with Lee Know now positioned to appear in upcoming Gucci campaigns and global events.
This move by Gucci showcases the luxury fashion industry’s continued embrace of K-pop stars as powerful conduits to reach younger, globally engaged audiences. Artists like Lee Know possess immense influence, leveraging extensive social media reach and devoted fan bases to drive brand engagement.
His ambassadorship also reflects a broader industry shift, as luxury houses increasingly turn to such K-pop idols to deepen global relevance and reach younger audiences. Chanel has long featured BLACKPINK’s Jennie as a house ambassador, while BTS’s Jimin represents Dior and NewJeans’ Danielle fronts campaigns for Burberry. These collaborations have become central to brand positioning, especially when these fandoms drive cultural capital.
The collaboration comes as Gucci continues to refine its aesthetic and market positioning. Lee Know joins the realm of K-pop figures partnering with luxury brands, reflecting the trend of how music and fashion intersect to shape global trends and consumer aspirations. His role will involve participating in various brand initiatives and campaigns, further cementing Gucci’s presence in the global entertainment landscape.
