Prada taps South Korean actor Byeon Woo-seok as brand ambassador

Italian luxury fashion house Prada has appointed South Korean actor Byeon Woo-seok (pictured) as its latest brand ambassador.

At 33, Byeon has gained fame for his role as the main character Ryu Sun-jae in the Korean drama “Lovely Runner.” He currently has over 11.4 million followers on Instagram, a check by MARKETING-INTERACTIVE saw. Byeon made his first appearance at a Prada runway show during the Milan men’s spring/summer 2025 fashion show.

Revealed on Prada’s Instagram and Facebook pages, the posts feature Byeon in a slightly loose-fitting black Prada tuxedo with wet hair styling.

Prada’s Instagram post has received over 1.1 million likes and 1.2k comments, MARKETING-INTERACTIVE saw. Some said they support this partnership while some said the visuals featuring Byeon are amazing. Meanwhile, Prada’s Facebook post has also received over 900 likes, 70 comments, and 80 shares. 

MARKETING-INTERACTIVE has reached out to Prada for more information. 

Don’t miss: Prada taps aespa's KARINA as its newest brand ambassador

This isn’t the first time Prada has selected South Korean stars as global brand ambassadors. Back in August, the brand appointed KARINA, a member of the South Korean girl group aespa, as its ambassador.

Known by her real name Yoo Jimin, KARINA is a singer and the leader of aespa under SM Entertainment. She was spotted at the Prada Men’s Fall/Winter 2024 show in Milan in January, wearing a dress from the brand’s Women’s Spring/Summer 2024 collection.

Back in June, Prada launched an advertising campaign that aimed to embrace a fundamental tenet at the heart of the house’s creativity: the notion of conversing, of exchange ideas.

Photographed by Willy Vanderperre, the campaign featured actors including Harris Dickinson, Damson Idris, Yili Ma, Hunter Schafer, and Letitia Wright engaging with one another, both in person and over the phone. The images of their exchanges reference the fiction of different eras, narrative cinema, and the authenticity of documentary.

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