Prada has ended its relationship with Kim Soo Hyun following a scandal connecting him to the late actress Kim Sae-ron, sparking public controversy.
The luxury brand announced the end of its collaboration with South Korean actor Kim Soo Hyun amid controversy arising from the suicide of actress Kim Sae-ron. Prada issued a brief statement confirming the mutual decision to terminate their professional relationship with the actor, who had been appointed as an ambassador in December 2024.
The scandal erupted when the YouTube channel Hoverlab claimed that Kim Soo Hyun and Kim Sae-ron had been in a relationship for six years, starting when she was only 15 years old. The allegations intensified following the release of images showing them together.
Kim Sae-ron, known for films like “The Man From Nowhere,” faced personal and financial difficulties after a drink-driving incident in 2022. It was reported that she attempted to contact Kim Soo Hyun before her death to seek help with a debt but received no response.
The actor’s agency initially denied the allegations but later admitted that they had a relationship between 2019 and 2020. With growing public backlash, several brands have begun to withdraw his image from advertising campaigns, casting doubt on his future as a luxury ambassador.
