AMIRI Announces South Korean Superstar Sunwoo of THE BOYZ as Its New Ambassador

AMIRI Names Sunwoo of THE BOYZ as Ambassador, Merging Music and Style in a Landmark Luxury Fashion Collaboration

AMIRI, the renowned luxury brand, has unveiled Sunwoo, a prominent member of the South Korean group THE BOYZ, as its new brand ambassador. This exciting collaboration marks a significant milestone in the convergence of music and style.

Since his debut in 2017, Sunwoo has become a global pop superstar, celebrated for his innovative musical style and captivating stage presence. His connection with AMIRI began at the brand’s Fall-Winter 2024 show in Paris, where founder Mike Amiri was struck by his talent.

This initial encounter sparked a partnership grounded in authenticity and a shared passion for music and fashion, further solidified during a reunion in Seoul later that year.

For AMIRI, this collaboration not only mirrors its growth from its humble beginnings on Rodeo Drive in 2020 but also underscores its expansion as a formidable global luxury brand, with stores in key Asian cities such as Shanghai, Nanjing, and Tokyo.

Mike Amiri emphasized that music is a universal language that transcends boundaries, and creatively linking Los Angeles with Seoul represents the future for the brand.

With this alliance, AMIRI and Sunwoo are poised to make an indelible mark on the global luxury fashion landscape.