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The fourth-generation K-pop idols are increasingly becoming the face of luxury fashion, blending their star power with high-end labels. Such collaborations create more brand awareness across global regions.
Felix from Stray Kids, one of the top-rated fourth-gen K-pop idols joined the Louis Vuitton family in August 2023 and since then, he has been spotted in their pieces several times. Danielle from NewJeans is another name on this list, who has appeared in multiple luxury endorsements like YSL Beauty, Burberry, and Celine.
Note: This article reflects the author's opinion and is listed in no particular order.
aespa's Karina and other fourth-gen K-pop idols who are endorsing luxury brands
Here is a list of some leading fourth-gen K-pop idols who are the brand ambassadors of renowned brands:
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- Felix (Louis Vuitton)
- Danielle (Celine, Burberry, YSL)
- Minji (Chanel)
- Karina (Prada)
- Wonyoung (Miu Miu)
1) Felix
On August 22, 2023, the famous fashion label Louis Vuitton welcomed Felix from Stray Kids as their ambassador via an Instagram post on their official account. The label shared a striking image of the fourth-gen K-pop idol adorned in LV from head to toe.
The post caption read:
"Felix for Louis Vuitton. The Maison and @NicolasGhesquiere are pleased to welcome @yong.lixx, the celebrated South Korean vocalist-rapper-dancer and @realstraykids' band member, as a House Ambassador."
Nicolas Ghesquière, the creative director of Louis Vuitton's women's section, expressed his excitement in a press release:
"It instantly clicked between us. He is really talented. I love his energy, his unique personality, and his audacious sense of style. It instantly clicked between us. He is really talented. I love his energy, his unique personality, and his audacious sense of style.”
On his Instagram handle, Felix has showcased his affinity towards the French luxury brand as he is often seen wearing its iconic crossbody bags, baseball caps, and leather jackets. Apart from Felix, BTS J-Hope is also the ambassador for this label.
2) Danielle
Another fourth-gen K-pop idol on this list is Danielle from NewJeans. She is the brand ambassador of three luxury fashiin labels - Burberry, YSL, and Celine. In January 2023, Danielle was introduced as the face of Burberry. The news agency of this fourth-gen K-pop idol, ADOR, broke the news with several photos from Danielle's photoshoots with the label.
On March 13, 2023, she was roped in as an ambassador for YSL Beauty. The announcement was accompanied by captivating campaign images and videos, featuring Danielle promoting the brand's Candy Glaze lipstick.
Apart from that, Danielle was featured on Yves Saint Laurent Beauté's official Instagram page, promoting its Couture Mini Clutch Palette, which boasts a collection of high-intensity eyeshadows.
The next year, she became the new face of another luxury brand, Celine. In an X post shared in March 2024, Danielle sported a black tee shirt, jacket, and jeans. The announcement post read:
“CELINE is pleased to announce that Danielle from NewJeans will represent the house as global ambassador.”
K-pop idols such as BLACKPINK's Lisa and BTS's V also promote the same brand.
3) Minji
Minji, one of the most popular fourth-gen K-pop idols and a NewJeans member, is the new brand ambassador of Chanel Korea. Notably, she represents three divisions of the prestigious luxury brand: beauty, fashion, and watches & jewelry— as per the announcement made on February 14, 2024.
According to her agency, Ador, this marks the first time Chanel Korea has chosen a single ambassador to represent all three categories. Minji’s collaboration with Chanel reached new heights when she appeared on the cover of Elle Korea’s March 2024 issue, wearing the brand's signature tweed.
Her fellow band member, Hanni, and BLACKPINK's Jennie also promote this label.
4) aespa's Karina
Karina, the leader of the K-pop girl group aespa, has been recently named the official global ambassador for the prestigious Italian luxury fashion brand, Prada. The label made the announcement on Instagram on August 29, 2024, with the following caption:
“one of the most talented female K-pop artists”
The involvement of this fourth-gen K-pop idol with Prada is nothing new as she has been spotted in a silk gazar shift dress at the Milan Fashion Week and other events of the brand. In the announcement post, Karina posed for the label wearing a black coquette dress before a white backdrop.
Other K-pop idols, namely Jaehyun of NCT, Sana of Twice, and Jeon Somi, are the international brand ambassadors of Prada.
Read more: aespa's Supernova becomes the first song by a K-pop girl group to achieve a perfect all-kill in 2024
5) Wonyoung
Wonyoung, a member of IVE, has been promoting several brands since 2018 and this journey began with Dior. In 2021, the fourth-gen K-pop idol was named the face of Miu Miu.
Since then, she has become a prominent figure as the brand's Seoul ambassador. She frequently graces the pages of several fashion magazines like Vogue Japan Magazine, and Elle, wearing Miu Miu's pieces, and has received extensive media coverage.
However, in 2022, netizens created a buzz questioning whether she was truly a brand ambassador for Miu Miu, as Wonyoung was spotted wearing a black blazer that did not appear to be part of the brand's collection. Later, the label resolved the chaos by sharing a statement with Herald Pop in October 2022:
"The product worn by Jang Wonyoung is part of the Miu Miu Holiday 23 collection, which has not been released yet. It will be released through the campaign in November."
This fourth-gen K-pop idol has also partnered with top brands like Laura Mercier and Innisfree, Dior, Chaumet, Bvlgari, etc. Moreover, Girls Generation’s Im Yoon-ah and Squid Game actress Lee Yoo-mi have collaborated with these brands as well.
Apart from these fourth-gen K-pop idols, Hyunjin from Stray Kids is the global brand ambassador for Versace, and his fellow member, Bang Chan, promotes Fendi. ENHYPEN has been the face of Prada since 2023. Moreover, aespa is the ambassador for Givenchy.
These artists are not just topping music charts but also making significant marks in the luxury fashion industry, demostrating their star power with high-profile brand collaborations.
