“If his company doesn’t promote him, LV fam will” — Fans react as Louis Vuitton's Beyond Music captures Stray Kids' Felix’s journey & 'Unfair' MV prep

On December 18, the Italian luxury fashion label Louis Vuitton released an exclusive video of its brand ambassador, Stray Kids' Felix, via its YouTube channel. The three-minute video featured the K-pop idol’s journey to his hometown Sydney, Australia. Additionally, it showcased Felix’s preparation for the music video of his recently released solo track Unfair.

The fashion label titled the video as “Beyond Music” as it presented a side of the idol other than music. All the outfits sported by Felix were designed by the brand’s creative director, Nicolas Ghesquière.

Stray Kids' Felix’s fans were excited to see him in the video. They took to the internet to express their admiration and love for the singer. They also praised Louis Vuitton for showcasing the singer’s journey. Expressing this sentiment, one user on X commented:

“LV Prince and Muse. I’m forever grateful how they cherish & support Felix,if his company doesn’t promote him,LV fam will do it,they know they hav a brilliant a true gem,a true role model.”

Many other mixed reactions from the idol’s fans were also seen online. While many thanked Louis Vuitton for offering such a platform for Stray Kids' Felix to express himself, they also criticized the idol's agency of not giving him opportunities to showcase his talents.

“It's shameful that a brand gives a platform to Felix to talk about his dreams, his home and his music While his company is robbing him of his rights and trying to silence him. Thank you Nicholas and thank you Louis Vuitton,” commented a fan.

“Makes me so happy he’s so valued by them. Exactly how he should be treated,” wrote another fan.

“It is not just the video content that is making me emotional (LV content are always so high quality anyway!), it is the fact Louis Vuitton, the biggest brand in the world, wants to help Felix on his artistic journey. Felix is not just wearing their clothes,” stated an X user.

Some fans stated that the idol looked "incredibly mesmerising," and thanked the fashion house for giving him the chance to talk about his home and his interests.

“Thank you, Nicolas, and the dedicated Louis Vuitton team who came to Sydney for this special musical series! This is such an incredible gift - to hear Felix talk about his home, his music, and his love for the maison is truly special,” said a fan.

“@LouisVuitton thank you for dressing our FELIX and always making him the best of the best. You didn't fail to showcase his inner fashion but it reflects how good he is many ways. Thanks for everything for making him our LV PRINCE,” commented another fan.

”Thank you for give our angel the treat he deserves,” commented an X user.

“Thank you Louis Vuitton for the amazing episode! Felix looks incredibly mesmerising!” said another X user.

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Stray Kids' Felix was appointed as Louis Vuitton ambassador

Following multiple indications, luxury company Louis Vuitton declared Stray Kids' Felix as its brand ambassador. The brand's main social media accounts disclosed the information on August 22, 2023. A photograph of the singer, captured by ELLE Korea, was shared, depicting him in a Louis Vuitton ensemble. Nicolas Ghesquière, the artistic director of women's collections at LV, announced the news on his personal Twitter account.

Recently, on October 23, 2024, Stray Kids' Felix launched a campaign in partnership with Louis Vuitton, featuring photographs for ELLE Korea. The K-pop artist, serving as Louis Vuitton's global ambassador, disseminated images from his photoshoot on social media, prompting enthusiastic commendations from followers. The campaign, titled THE NOW, was featured in the November 2024 edition of ELLE Korea. It also included an interview with Felix.

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Stray Kids' Felix's solo track Unfair is part of the band's album Hop, released on December 13, 2024.