Gucci appoints Lee Know from Stray Kids as its new global ambassador, strengthening its connection with the world of K-pop.
The renowned luxury brand Gucci has officially announced Lee Know, a member of the successful K-pop group Stray Kids, as its new global brand ambassador. This decision consolidates a relationship that has been developing organically between the artist and the Italian maison.
Lee Know has been seen on numerous occasions wearing Gucci outfits at both official events and editorial shoots, attracting the attention of the international fashion industry. His attendance at Gucci’s 2025 cruise collection show in London was a key moment that reinforced the bond with the brand owned by the Kering group.
The singer expressed his excitement about the new partnership, highlighting Gucci’s historical and creative value: “I believe Gucci is a brand that transcends past and present through heritage and contemporary creativity. It is a great honour to be part of their vision.”
This appointment also marks a significant milestone in Lee Know’s fashion journey. While he had previously collaborated with brands such as ETRO and maintained a longstanding relationship with Tommy Hilfiger, he was notably the only member of Stray Kids who had not yet secured a formal ambassadorial deal with a luxury fashion house—until now.
Since debuting with Stray Kids in 2018, Lee Know has proven to be much more than a K-pop idol. Besides his skills as a dancer and performer, he has stood out as a songwriter and lyricist, building a strong artistic identity both on and off stage.
Stray Kids, formed by JYP Entertainment in 2017 through a reality show, has quickly become one of the most influential bands in the global music scene. The group, made up of eight members — I.N, Bang Chan, Changbin, Hyunjin, Han, Felix, Seungmin and Lee Know — has attracted attention not only for their music but also for their impact on fashion and pop culture.
With this new alliance, Gucci continues to strengthen its presence within the K-pop universe, a strategy that has proven highly effective in terms of global visibility and connection with young audiences. Meanwhile, Lee Know joins an increasingly select list of Korean artists making their mark in the luxury fashion industry.
Currently, Stray Kids are in the midst of their third world tour, titled ‘DominATE‘, which began in Seoul and will conclude on 30 July at Rome’s Olympic Stadium, further consolidating their presence on some of the world’s biggest stages.
The collaboration between Lee Know and Gucci not only celebrates style and elegance but also marks a new chapter in the growing fusion between music and high fashion.
