Another appointment cementing Stray Kids’ status as K-pop’s hottest fashion stars.
South Korean singer Seungmin is the latest star from the Asia Pacific (APAC) region to join the Burberry global family. On June 17, the British fashion brand announced the K-pop star’s appointment as an ambassador.
“Seungmin is known as a rare artist who transcends the boundaries between music and fashion. His unwavering self-expression, sincerity and innovation resonate deeply with Burberry’s unique creative spirit,” the brand shared through a press statement
In Case You Missed It
In case you need an introduction, Seungmin—born Kim Seungmin—has risen to fame as part of the international music sensation Stray Kids. The South Korean octet officially emerged into the music scene in 2019 and is today one of K-pop’s greatest exponents.
Beyond its status as one of the most successful and decorated South Korean acts, the band is well recognized for stepping into the world of fashion and advertisement with high-octane collaborations. The group members boast individual and collective affiliations to luxury powerhouses, including Louis Vuitton, Fendi and Versace, to name a few.
Seungmin X Burberry
Although he is no stranger to the world of high fashion, now, Seungmin joins his bandmates in exclusively lending his image to one of the world’s most storied fashion brands.
“We are incredibly honoured to welcome Seungmin to the Burberry family. His passion and exceptional style will inspire and illuminate our future collaborations,” shared Daniel Lee, Burberry’s chief creative officer (creative director) in the announcement.
Seungmin, who is recognized among fashion-savvy audiences for his previous appearances at Fashion Week and the Met Gala, expressed his excitement for taking on his new role as brand ambassador. “I am incredibly honoured to be welcomed into the Burberry family,” said Seungmin. “Burberry is an iconic British brand with a rich heritage. I feel a deep connection to the brand and I am incredibly grateful, excited and thrilled to be a part of its future.”
APAC Power
With this appointment, Burberry continues to build up lasting relationships with relevant figures in the Asia Pacific region. The brand has steadily focused on strengthening its presence in the Asian continent through partnerships, ambassadorships and campaigns starring Asia’s greatest, including actors Jun Ji-hyun, Tang Wei, Bright and Chen Kun, and football player Son Heung-min.
The announcement comes hot on the heels of Seungmin’s participation in the latest Burberry campaign celebrating the British music festival scene. The singer starred in the campaign as the only APAC star in a cast of high-profile British celebrities such as Oasis’ Liam Gallagher and Alexa Chung.
