Seungmin, vocalist of Stray Kids, joins Burberry as a global ambassador, merging British fashion with Korean artistic vision.
Burberry has announced Seungmin, lead vocalist of K-pop group Stray Kids, as its new global ambassador. The announcement coincides with the launch of the British brand’s latest Festival campaign, in which the artist makes his debut as a prominent face. This strategic alliance not only strengthens the singer’s international presence, but also reinforces Burberry’s new creative direction under Daniel Lee.
Far from being a mere aesthetic collaboration, the bond between Burberry and Seungmin reflects a shared vision rooted in self-expression, authenticity, and the power of clear storytelling. “His energy and style make this collaboration truly inspiring,” stated Lee, referring to an artistic profile that blends visual sensitivity, musical talent, and a clear focus on public image.
Since their debut in 2018, Stray Kids have redefined the standards of Korean pop with self-produced music and electrifying performances. In 2024, the group was honoured with the Billboard Music Award for Top Global K-pop Artist and has achieved an unprecedented six number-one albums on the Billboard 200.
For Seungmin, this step represents far more than a personal milestone: “It’s an honour to join such an iconic brand as Burberry. I deeply identify with its design language and contemporary vision,” said the artist.
Seungmin’s inclusion in the Burberry universe is more than just another commercial move—it’s a statement of intent: fashion finds in him a spokesperson for its new era, with a strong identity and a message aligned with the values of a generation seeking authenticity and direction.
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