Fashion meets K-pop royalty as Gucci officially crowns Lee Know, the multi-talented member of Stray Kids, as its newest global brand ambassador. The announcement, unveiled on June 30, 2025, marks a stylish new chapter in the brand’s relationship with the South Korean artist.
This collaboration comes as no surprise to fans or fashion insiders. Lee Know has been a frequent face in Gucci, from red carpets to high-fashion editorials. His appearance at Gucci’s Cruise 2025 runway show in London last year further cemented his connection with the iconic Italian house.
“I believe Gucci is a brand that transcends the past and present through heritage and contemporary creativity,” Lee Know shared. “It’s a great honor to be part of Gucci’s visionary journey.”
Lee Know attending Gucci Cruise 2025
Known for his sharp choreography, magnetic stage presence, and creative contributions as a songwriter and composer, Lee Know debuted with Stray Kids in 2018. Since then, the group has skyrocketed to global fame, with their influence extending far beyond music into fashion and culture. Their current world tour “DominATE”—which began in Seoul and ends this July in Rome—has only amplified their star power.
With this new partnership, Lee Know joins a prestigious roster of K-pop fashion icons. His fellow bandmates have also made waves in the luxury scene: I.N represents Bottega Veneta and Damiani; Bang Chan fronts campaigns for Fendi; Hyunjin dazzles for Versace; and Felix has made headlines with Louis Vuitton.
Lee Know’s blend of elegance, charisma, and creative vision makes him a perfect match for Gucci’s evolving narrative. As he steps into his role as global ambassador, fans can look forward to seeing even more of his influence woven into the brand’s future campaigns and events.