Prada names K-pop group ENHYPEN as new global brand ambassador

Italian luxury fashion house Prada has announced South Korean pop boy band ENHYPEN as its newest brand ambassador.

The collaboration was first hinted at when the seven-member boy band attended Prada’s Fall 2023 menswear show during Milan Fashion Week this January.

The group then took to Instagram with band member Sunghoon uploading a post of himself donning the brand’s clothing line with the caption, “Prada Boy” on the group's official Instagram page. Members Jake and Niki of ENHYPEN also uploaded photos featuring football boots from the Adidas x Prada collaboration, with the caption including hashtags “#adidasforPrada, #Prada”.

Don't miss: Ferragamo appoints K-pop star Jeno Lee as first global male ambassador

According to media reports, the group expressed that they were excited about the new venture and that they are looking forward to being part of the partnership.

This collaboration marks the first time ENHYPEN has delved into the world of fashion since their debut in 2020. 

MARKETING-INTERACTIVE has reached out for more information.

As the Hallyu wave becomes more prevalent today, luxury fashion brands have been forward in their efforts to include South Korean celebrities in their marketing strategies. In efforts to increase their consumer reach, there has been a surge in luxury fashion brands collaborating with South Korean celebrities as the brand’s brand ambassadors.

Just this May, luxury fashion brand Ferragamo revealed that K-pop star Jeno Lee was its first global ambassador, according to the brand which announced the news on its Instagram page.

As part of the collaboration, Lee, who is part of the Korean group NCT, modeled looks from the fashion house's pre-fall 2023 look which he was also photographed in.

The partnership "seals the relationship between Ferragamo and Lee, who started building ties prior to this announcement," said Ferragamo in its statement.

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