Italian luxury brand Dolce & Gabbana officially named San from ATEEZ as its new Global Ambassador on October 15. The announcement celebrates a partnership that has been building for more than a year. With this appointment, he joins Doyoung of NCT and K-drama actress Mun Ka Young as the Korean brand representatives.
San’s connection with the brand began in April 2024, when ATEEZ made history as the first K-pop boy group to perform at the Coachella Valley Music and Arts Festival. The members wore custom Dolce & Gabbana outfits for their historic performances at the biggest music festival.
In July last year, San attended the brand’s Alta Sartoria and Alta Moda couture show in Sardinia, Italy, where he showed off his bold fashion sense in an elegant white suit and a striking black corset. A few months later, in September, he was again spotted at the Dolce & Gabbana Spring/Summer 2025 Women’s Fashion Show in Milan.
The partnership reached a new height in October 2025 when the brand made the official announcement. Along with the news came a stunning campaign photoshoot featuring San dressed in looks from Dolce & Gabbana’s Fall/Winter 2025 collection.
In a statement after his appointment, the 26-year-old K-pop star said, “I’m proud and excited to embark on this journey with Dolce & Gabbana, and I look forward to creating meaningful moments together.”
Dolce & Gabbana praised him for his “magnetic stage presence” and called him a “global cultural icon” who embodies the brand’s charisma.
On the work front, ATEEZ will continue their world tour ‘In Your Fantasy’ in Kobe on October 22-23, followed by Taipei (January 24, 2026), Jakarta (January 31, 2026), and more.