Italian fashion house Ferragamo has chosen NCT band member Jeno Lee as its first male global ambassador. Lee, also known as Jeno, attended the brand’s autumn/winter 2023 fashion show in Milan and shared behind-the-scenes moments with his six million Instagram followers. Ferragamo’s creative head, Maximilian Davis, said Lee had a charismatic personality and could connect with a young international audience through music, style and persona. Lee said he was excited to work with the brand, which he praised for its heritage, style and craftsmanship. Lee was the first K-pop star to open a New York Fashion Week runway show last year.
Florentine fashion house Salvatore Ferragamo has announced that it has signed up Jeno Lee, a member of South Korean boy band NCT, as its first global male brand ambassador. Jeno attended the brand’s fall 2023 fashion show in Milan in February, sharing behind-the-scenes moments of his Italian trip with his roughly 6 million followers on Instagram. Maximilian Davis, who took Ferragamo’s creative helm last year, said, “Jeno Lee has a charismatic personality and an uncanny ability to connect with a young international audience through his music, style and persona.”
Jeno Lee is no stranger to the world of fashion. In September last year, he was the first K-pop star to open a New York Fashion Week runway show, strutting down the Peter Do catwalk in a backless black suit, which was part of the designer’s seminal menswear collection. “We’re driven by the same passion for creativity,” underscored Davis, while Jeno said he was “excited about the opportunity to create synergies with the brand,” which he praised for its “incredible heritage, style and craftsmanship.”
In recent years, the luxury fashion industry has been in fierce competition to sign up South Korean idols as ambassadors. Blackpink members Lisa, Jennie, Rosé and Jisoo have secured partnerships with top luxury names such as Celine, Chanel, Saint Laurent and Dior. Meanwhile, NewJeans’ members Hyein, Hanni, Danielle and Haerin have been tapped as ambassadors at Louis Vuitton, Gucci, Burberry and Dior, respectively. Dior and Tiffany & Co. have both signed BTS member Jimin; Louis Vuitton and Calvin Klein opted for fellow band members J-Hope and Jungkook, respectively, while Valentino picked BTS’ Suga. Givenchy has also tapped Taeyang, a member of Big Bang and a solo artist, as brand ambassador.
However, Ferragamo’s choice of Jeno Lee is significant as he is the first male K-pop star to be chosen as a global ambassador by a luxury fashion house. Jeno’s appeal to a young international audience through his music, style and persona make him an ideal fit for Ferragamo, which is looking to tap into the growing popularity of K-pop and its stars. The brand’s choice of Jeno as its first male ambassador is a smart move that is likely to pay off in terms of increased brand recognition and sales.
While K-pop stars have become increasingly popular as ambassadors for luxury fashion brands, they are also helping to drive sales of luxury goods in their home market of South Korea. In line with a report by McKinsey & Company, South Korea is one of the world’s largest luxury markets, with sales of luxury goods expected to reach $7.2 billion this year. The report also notes that K-pop stars are a major influence on consumer behavior in South Korea, with their endorsement of luxury brands having a significant impact on sales.
To bring this to a close, Ferragamo’s decision to sign up Jeno Lee as its first global male brand ambassador is a smart move that is likely to pay off in terms of increased brand recognition and sales. Jeno’s appeal to a young international audience through his music, style and persona make him an ideal fit for the brand, which is looking to tap into the growing popularity of K-pop and its stars. The luxury fashion industry’s competition to sign up South Korean idols as ambassadors is set to continue, with K-pop stars playing an increasingly important role in driving sales of luxury goods in their home market of South Korea.
