Diesel names Hoshi of Seventeen as brand ambassador, highlighting its focus on expansion in the APAC region.
Diesel, the iconic fashion and lifestyle brand, has named Hoshi, a member of the K-pop group Seventeen, as its new brand ambassador. This announcement underscores Diesel’s strategy to focus on the APAC region, a crucial market for the brand’s expansion.
Hoshi, known for his charisma and creativity, represents Diesel’s core values. His influence in the K-pop industry perfectly aligns with the brand’s bold message. “I am excited to be part of the Diesel family as a brand ambassador,” stated Hoshi, “as this will allow me to showcase various aspects of myself to the world.”
The collaboration began in early 2024, with Hoshi participating in global Diesel events, including the FW24 fashion show in February and the store opening in Shibuya in May.
To celebrate this partnership, Diesel will open its third and largest store in Korea on July 20. Designed by Glenn Martens, Diesel’s creative director, the store will feature a VIP section and showcase the latest collections. Hoshi will attend the opening, marking a milestone in Diesel’s expansion in Asia.
Founded in 1978 by Renzo Rosso, Diesel has evolved from a denim brand to a leader in premium fashion, offering a fresh alternative to the luxury market. With the addition of Hoshi, Diesel strengthens its presence and cultural relevance globally.
