Seungmin, vocalist of K-pop powerhouse Stray Kids, is officially the newest brand ambassador for Burberry. The British fashion house announced the partnership this week, signaling a strategic and stylish link between one of Korea’s most prominent idols and one of the UK’s most iconic luxury labels.
The move follows Seungmin’s recent appearance in Burberry’s Festival campaign — a visual tribute to 1990s Britain and the spirit of Cool Britannia — where he was featured alongside cultural names like Liam Gallagher, Cara Delevingne, and Loyle Carner. The campaign blends nostalgic references with contemporary style, positioning Seungmin as both a fashion presence and a cultural connector.
In a statement, Burberry’s chief creative officer Daniel Lee praised Seungmin’s “passion and sense of style,” adding that their collaboration is sure to be creatively exciting. The brand emphasized his authenticity and self-expression as key reasons for the appointment. Seungmin, in turn, expressed his enthusiasm: “It’s an iconic British brand with a rich heritage, and I love that connection. I’m excited to be part of its future.”
At 24, Seungmin is already a global star. With Stray Kids currently on their Dominate world tour and holding a record for six Billboard 200 No. 1 albums, the group’s cultural and commercial impact is undeniable. Their fashion influence is just as significant. The members have appeared in Tommy Hilfiger campaigns, attended the Met Gala, and worked with top fashion houses across Europe. Felix recently walked the Louis Vuitton runway, while Hyunjin continues to build his reputation with Versace.
Seungmin’s partnership with Burberry feels distinct — less about shock value and more about a thoughtful match in tone and presence. While others lean into maximalism, Seungmin represents a more grounded elegance, fitting seamlessly into Burberry’s refined aesthetic. As luxury brands continue to look East for cultural collaboration, this move underscores not just the power of K-pop, but the individual voices within it.
