Gucci has officially named Lee Know, a member of the internationally acclaimed K-pop group Stray Kids, as its latest global brand ambassador, marking a significant moment in the ongoing collaboration between luxury fashion and the global K-pop phenomenon.
A Natural Partnership Years in the Making
Lee Know’s appointment as Gucci’s global brand ambassador comes as no surprise to fans and industry watchers. Known for his distinctive style and artistic versatility, Lee Know has long integrated Gucci into his personal and professional wardrobe, frequently wearing the brand at high-profile events and in editorial features. His appearance at the Gucci Cruise 2025 fashion show in London on May 13, 2024, where he wore a striking monogrammed wool suit, was widely seen as a signal of a deepening relationship with the Italian fashion house.
Gucci’s official announcement, made on June 30, 2025, was accompanied by a portrait of Lee Know in a sleek black leather look from the brand’s pre-fall 2024 collection, further cementing his place in the Gucci narrative. The brand praised Lee Know’s “individuality, artistic versatility, and worldwide influence”—qualities that align with Gucci’s evolving creative direction under Sabato De Sarno.
Lee Know’s Role and Vision
As global brand ambassador, Lee Know will participate in a range of Gucci’s events, campaigns, and initiatives worldwide. In his statement, Lee Know expressed his excitement:
“I believe Gucci is a brand that transcends the past and present through heritage and contemporary creativity. It’s a great honor to be part of Gucci’s visionary journey.”
Gucci, in turn, highlighted its expectation that Lee Know’s energy and artistry will bring new inspiration to the brand’s global story.
K-pop and Luxury Fashion: A Growing Synergy
Lee Know’s appointment reflects a broader trend of luxury brands embracing K-pop stars as cultural ambassadors to connect with younger, globally engaged audiences. Stray Kids, formed in 2017, has become one of K-pop’s most successful acts, and its members are increasingly sought after by major fashion houses. Other Stray Kids members currently represent leading brands: I.N. with Bottega Veneta and Damiani, Bang Chan with Fendi, Hyunjin with Versace, and Felix with Louis Vuitton.
This move follows similar partnerships across the industry, such as BTS’s Jin with Gucci, BLACKPINK’s Jennie with Chanel, and NewJeans’ Danielle with Burberry, signaling the luxury sector’s commitment to leveraging K-pop’s global influence.
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What’s Next for Lee Know and Gucci
Lee Know’s ambassadorship is expected to include front-row appearances at fashion weeks, major campaign features, and participation in global brand events. For Gucci, the partnership provides direct access to Stray Kids’ massive, style-conscious fan base, reinforcing the brand’s relevance among Gen Z and millennial consumers worldwide.
For Lee Know, this marks a new chapter in his career, expanding his influence beyond music and into the upper echelons of the global fashion industry. As Gucci continues to refine its aesthetic and market positioning, Lee Know’s unique blend of creative energy and modern style is set to play a pivotal role in shaping the brand’s future narrative.
