Louis Vuitton named Felix, a member of the South Korean boy group Stray Kids, as its newest House Ambassador on August 22. However, it is hardly a surprise given his frequent collaborations with the brand in recent months.
Louis Vuitton’s Artistic Director of Women’s Collections, Nicolas Ghesquière, praised Felix in his statement, saying he is “thrilled” that the Stray Kids rapper is joining as house ambassador.
He recalled his first encounter with Felix at the Pre-Fall 2023 show in Seoul, where their connection was immediate, “It instantly clicked between us… I love his energy, his unique personality, and his audacious sense of style.”
Even before the official announcement, Felix had been building a strong relationship with the French fashion house. He attended the Pre-Fall 2023 womenswear show in Seoul in April, followed by the Cruise 2024 show on Italy’s Isola Bella in May.
The 22-year-old idol brought Louis Vuitton to the stage in 2023, wearing the brand during some of Stray Kids’ most high-profile performances. At Lollapalooza Paris and later at a Fukuoka concert in Japan, he impressed fans with standout Vuitton pieces, including the recognizable Bubble Damier trucker jacket.
His announcement was accompanied by striking photos, where Felix donned bold looks ranging from an oversized leather biker jacket to a dark denim outfit and a sleek white suit with grommet details. His appointment placed him alongside other K-pop ambassadors for the brand, including BTS’s j-hope, GOT7’s Jackson Wang, and NewJeans’ Hyein.
His ambassadorship highlighted a broader trend in 2023, as luxury houses increasingly turned to K-pop idols to represent their brands. The announcement arrived shortly after fellow Stray Kids member Hyunjin was named Versace’s first Korean global ambassador.
Born in 2000 in Australia, Felix, stands out for his deep voice, dynamic stage presence, and bold fashion sense, qualities that aligned perfectly with Louis Vuitton’s image and vision.
At the moment, Stray Kids is already at the height of their success, earning nominations such as Best K-Pop at the 2023 MTV VMAs and topping the Billboard 200 multiple times.
On the music front, Stray Kids is scheduled to perform at the 2023 MTV Video Music Awards on September 12, after continuing their 5-Star Dome Tour with shows in Nagoya and Osaka.
