In 2024, the phenomenal Korean boy band Stray Kids attracted global attention as the first Korean group to appear as a whole at the Met Gala (known as the “Fashion Oscars”).
They have not only made outstanding achievements in the field of music, but are also very popular in the fashion industry. Both the group and the individual members have strong appeal.
Today (17th), the 24-year-old lead singer Choi Seungmin officially announced that he joined BURBERRY and became the new global ambassador of the classic British brand, once again consolidating its position on the international fashion stage.
BURBERRY has been very fond of this new brand ambassador. Not only has it placed huge advertisements in international core landmarks such as London Heathrow Airport, but it has also set up a special page on the Asian official website, making Seungmin the first Korean artist to appear on the BURBERRY official website as an individual.
Stray Kids has been unstoppable since the release of the mini album “ATE” last year. The title song “Chk Chk Boom” even invited Hollywood superstars Ryan Reynolds and Hugh Jackman to star in the MV, showing its global influence.
The group has made history with the impressive sales of six albums and has topped the Billboard 200 chart many times, becoming the most phenomenal boy band in Korea.
BURBERRY’s cooperation with Choi Seungmin is also a full affirmation of his personal style and brand tone. Before the official announcement, Seungmin appeared on the cover of the latest issue of Korean “Harper’s Bazaar” as a cover character, quietly announcing the cooperation.
He went to London to shoot the cover blockbuster, wearing the brand’s iconic trench coat, cleverly interpreting classic British elements such as plaid and war horses, showing elegance and fashion taste.
In addition, Seungmin also made a surprise appearance in the Festival advertising image recently launched by BURBERRY, wearing a look full of brand plaid patterns, echoing the free atmosphere of the summer music festival.
Although the cooperation had not been officially announced at the time, the frequent brand interactions had allowed the outside world to capture the signal that the two would be “officially announced soon”.
Talking about becoming the global brand ambassador of BURBERRY, Shengmin said: “I am very honored to be a member of the BURBERRY family.
BURBERRY is a symbolic British brand with a deep history and tradition. I cherish the connection with the brand culture and look forward to creating more beautiful moments together in the future.”