Yes, the K-pop star is joining the ranks of the Boss family as the brand’s newest global ambassador.
S.Coups, leader of K-pop band Seventeen, joins German clothing brand Boss as its latest ambassador. The brand announced the appointment on April 22, anticipating future collaborations with the South Korean singer.
A Timely Association
Expanding the brand’s association with global celebrities, Boss — Hugo Boss Inc.’s core brand — partnered with world-famous star S.Coups, member of the South Korean band Seventeen. The singer, recognized for his leadership and artistic accolades, is currently a growing force in the fashion realm and a fixed presence at international fashion events.
“His sophisticated aesthetic sense and presence naturally [align] with Boss’ brand identity, making this appointment very meaningful as our values resonate,” shared Boss in a statement. For the announcement, S.Coups was portrayed in a sleek double breasted suit, welcoming a new sartorial era that perfectly aligns with his new role.
The fashion brand anticipated upcoming public appearances and campaigns starring S.Coups. “With Seventeen marking a major milestone in 2025 with the 10th anniversary of their debut and the release of their long-awaited new album scheduled for May, this collaboration is sure to attract even more attention,” the brand added.
S.Coups expressed excitement for stepping into his new role
“I am incredibly honored to be appointed as the global brand ambassador for Boss,” he shared in the press statement. “Boss represents style, elegance and self-determination, which are deeply aligned with the values I hold dear in my own music career. I am excited to express my energy and passion for fashion through this incredible partnership. I can’t wait to wear the iconic Boss look and connect with fans all over the world.”
As the brand mentioned, the appointment comes ahead of Seventeen’s 10th anniversary and the group’s upcoming album release.
Additionally, the partnership is set to strengthen Boss’ links to Asian entertainment. In recent years, the brand has expanded its associations, collaborating with stars such as South Korean actors Lee Minho and Lee Jong Suk, as well as Thai actor Mew Supassit, who modeled on the brand’s SS25 runway.
