By The Fashion Editorial Team
In a move that cements its status as a fashion industry trailblazer, Gucci has announced Lee Know, member of the K-pop sensation Stray Kids, as its newest global brand ambassador. Since debuting on the scene in 2018, Lee Know has established himself as a style savant capable of effortlessly blending contrasting elements into a cohesive and captivating aesthetic.
His affinity for oversized tailoring, muted neutrals offset by metallic accents, and picture-perfect accessories is evident across his performances and editorial spreads. At Gucci's latest Cruise show in London, Know showcased this distinctive sensibility with panache, sporting a monogrammed suit that subverted traditional notions of formal wear through its deliberate asymmetry.
"I believe Gucci is a brand that transcends the past and present through heritage and contemporary creativity," says Know. "It’s a great honor to be part of Gucci’s visionary journey.”
Lee Know's appointment as global ambassador underscores the seismic shift underway in the fashion world. No longer content to occupy the periphery, K-pop has emerged as a major force driving trends and influencing style choices worldwide. Stray Kids' members have become fashion icons in their own right, representing top-tier luxury brands including Fendi, Versace, Louis Vuitton, Bottega Veneta, and Damiani.
What sets Lee Know apart from his peers is an elegance tempered by restraint. His looks feel lived-in rather than styled – think crisp ivory shirts deliberately left untucked, classic overcoats paired with combat boots, or sheer knits grounded by matte leather. This deliberate approach imbues him with a quiet authority, allowing him to effortlessly shift between refined tailoring and avant-garde experimentation.
As Gucci's newest ambassador, Lee Know is poised to deliver a fresh wave of style moments that are both memorable and directional. With the brand at the forefront of this cultural evolution, expect Lee Know's influence to ripple through the fashion landscape for years to come.