Gucci has made it official. Lee Know, member of the chart-topping K-pop group Stray Kids, is now a global brand ambassador for the Italian fashion house. The move follows months of subtle signals, including his eye-catching appearance at Gucci’s Cruise 2025 show in London, where he wore a monogrammed wool suit that turned heads and hinted at a deeper partnership.
Lee Know, known for his sharp fashion sense and dynamic stage presence, expressed his excitement in a statement: “It’s a great honour to be part of Gucci’s visionary journey of creativity.”
The brand, in turn, praised his individuality, artistic versatility, and worldwide influence—qualities that align well with the direction Gucci is taking under creative director Sabato De Sarno.
Lee Know has long incorporated Gucci into his off-duty and performance wardrobes, seamlessly blending the label’s tailored pieces with his signature bold accessories, oversized silhouettes, and layered textures. His affinity for pairing structured jackets with wide-leg trousers or elevating simple outfits with eye-catching jewellery and boots speaks to his intuitive style credentials.
This announcement cements Gucci’s place as the latest luxury house to tap into the cultural power of K-pop. Stray Kids, formed in 2017 and currently on their third world tour, DominATE, have rapidly ascended to global fame.
Several members already hold ambassadorships with other major fashion names: I.N. with Bottega Veneta and Damiani, Bang Chan with Fendi, Hyunjin with Versace, and Felix with Louis Vuitton.
With Lee Know now on Gucci’s roster, the synergy between K-pop and high fashion shows no sign of slowing. For Gucci, the partnership offers access to a younger, style-savvy global audience. For Lee Know, it opens the door to even more high-profile campaigns, front-row appearances, and collaborations within the brand’s evolving narrative.
