K-Pop Star Lee Know Named Gucci’s New Global Brand Ambassador

Gucci has tapped Stray Kids’ Lee Know as its latest global brand ambassador, signalling a strategic and stylish alignment between the Italian luxury house and the ever-rising force of K-pop. Known for his compelling stage presence, impeccable fashion sense, and multidimensional artistry, Lee Know joins Gucci’s growing roster of influential global icons.

The announcement was made via Gucci’s official Instagram, accompanied by a striking portrait of Lee Know wearing a tailored Gucci ensemble. “It’s a great honour to be part of Gucci’s visionary journey of creativity,” he said in the press statement — a sentiment echoed by fans worldwide who have long associated the performer with the brand’s bold yet sophisticated aesthetic.

This appointment doesn’t come as a surprise to fans or fashion insiders. Lee Know has been a familiar face at Gucci over the years — from red carpet appearances and editorial shoots to his recent attendance at the Gucci Cruise 2025 show in London. His evolving style, blending polished silhouettes with a playful edge, fits seamlessly with the brand’s creative direction under Sabato De Sarno.

 

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Gucci praised Lee Know for his “versatility as a performer, songwriter, and composer” and lauded his ability to channel the brand’s ethos with natural ease. His fashion credibility, paired with his global appeal as a member of Stray Kids — one of K-pop’s most prominent groups — makes him a strategic asset in Gucci’s global campaign to connect with younger, fashion-forward audiences.

Lee Know’s appointment also underscores a broader trend: K-pop stars are increasingly dominating the luxury ambassador landscape. With other Stray Kids members representing brands like Louis Vuitton and Versace, the group’s global influence continues to redefine the boundaries between music, fashion, and pop culture.

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As Gucci’s new face, Lee Know is expected to front major campaigns, attend fashion weeks, and bring his signature charm to exclusive content across platforms. Fans can already catch a behind-the-scenes glimpse of his campaign on his official Instagram, where the synergy between the artist and the brand is unmistakable.