Italian fashion brand Ferragamo has named Jeno Lee, a member of South Korean boy band NCT, as its first global male brand ambassador. Lee attended the brand’s fall 2023 fashion show in Milan in February, sharing behind-the-scenes moments of his Italian trip with his roughly six million followers on Instagram. Ferragamo’s creative director Maximilian Davis praised Lee’s “charismatic personality and an uncanny ability to connect with a young international audience through his music, style and persona”. Lee has previously modelled for designer Peter Do and is part of a wave of South Korean idols being tapped as brand ambassadors by luxury names.
Italian luxury fashion house Ferragamo has named Jeno Lee, a member of the 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 and shared behind-the-scenes moments of his Italian trip with his roughly six million followers on Instagram. Maximilian Davis, who took Ferragamo’s creative helm last year, said that Jeno Lee has a charismatic personality and an uncanny ability to connect with a young international audience through his music, style, and persona. Ferragamo has found its own K-pop artist, and the Korean artist is not new to the world of fashion. In September last year, Jeno 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.
Ferragamo’s creative director Maximilian Davis underscored the passion for creativity that he shares with Jeno Lee, and the Korean artist said he was excited about the opportunity to create synergies with the brand, which he praised for its incredible heritage, style, and craftsmanship. Jeno Lee is not the only K-pop star to be appointed as a luxury brand ambassador. In recent years, competition in the luxury arena has heated up to secure South Korean idols, with many local stars being anointed ambassadors at one or several brands. Blackpink’s Lisa, Jennie, Rosé, and Jisoo, the most popular all-girl group, have secured partnerships with top luxury names such as Celine, Chanel, Saint Laurent, and Dior. NewJeans’ members Hyein, Hanni, Danielle, and Haerin have also been tapped as ambassadors at Louis Vuitton, Gucci, Burberry, and Dior, respectively.
This year, Dior and Tiffany & Co. both signed BTS member Jimin, while Louis Vuitton and Calvin Klein opted for fellow band members J-Hope and Jungkook, respectively. Valentino picked BTS’ Suga, and Givenchy tapped Taeyang, a member of Big Bang and a solo artist, as brand ambassador, too. Jeno Lee’s appointment as Ferragamo’s first global male brand ambassador highlights the growing influence of K-pop stars in the fashion industry and the importance of connecting with the younger generation. Ferragamo’s decision to partner with Jeno Lee is a strategic move that will help the brand appeal to a wider audience and stay relevant in a rapidly changing fashion landscape.
Jeno Lee’s appointment also reflects the increasing popularity of K-pop music and culture around the world. K-pop has become a global phenomenon, with millions of fans tuning in to watch music videos, live performances, and reality shows featuring their favorite idols. K-pop stars are known for their impeccable style, unique fashion sense, and daring looks, which have caught the attention of fashion designers and brands worldwide. By partnering with K-pop stars like Jeno Lee, luxury fashion brands like Ferragamo can tap into the creativity and energy of this vibrant cultural movement and reach a new generation of consumers who value authenticity, diversity, and inclusivity.
To draw things to a close, Ferragamo’s decision to name Jeno Lee as its first global male brand ambassador is a smart move that will help the brand connect with a new generation of consumers and stay relevant in a rapidly changing fashion landscape. Jeno Lee’s appointment also reflects the growing influence of K-pop stars in the fashion industry and the increasing popularity of K-pop music and culture around the world. By partnering with K-pop stars, luxury fashion brands can tap into the creativity and energy of this vibrant cultural movement and reach a wider audience that values authenticity, diversity, and inclusivity.
