SEVENTEEN’s S.Coups Appointed Brand Ambassador for BOSS

Luxury fashion powerhouse BOSS has tapped SEVENTEEN’s leader S.Coups as its latest global brand ambassador, the brand announced today (April 22). 

The 29-year-old rapper, whose real name is Choi Seungcheol, will front upcoming campaigns for the German fashion house. He joins Lee Jong Suk, Lee Min Ho, Naomi Campbell, David Beckham, Matteo Berrettini, Gisele Bündchen, and Burna Boy as a brand ambassador.

Regarding his appointment, the brand stated, “Known for his outstanding leadership and sophisticated style, S.Coups brings a bold presence both on and off the stage, setting the tone for a powerful synergy with BOSS.”

S.Coups also shared his excitement about the new role, “I am honored to be joining BOSS as a global ambassador. To me, BOSS is an icon of style, elegance, and self-determination. These values ​​have been a great driving force in my music career.”

“I look forward to this collaboration as it will allow me to share the energy of fashion that I love and connect more deeply with my fans around the world”, he added.

This is his second major fashion ambassadorship following his July 2024 collaboration with Spanish luxury house Loewe. He made a memorable appearance at their Spring 2025 Paris Fashion Week presentation last September. Last year, S.Coups and member Hoshi were also appointed ambassadors for NARS Korea.

His collaboration with BOSS seems like a natural fit, given his sophisticated aesthetic and leadership. This partnership, coinciding with SEVENTEEN’s 10th anniversary, is likely to boost his global influence and fanbase.

On another note, SEVENTEEN will celebrate their 10th debut anniversary with a full-group comeback next month. They will release the full album on May 26, followed by a tour, a unit single album release, and new SEVENTEEN content. The remaining group members will sequentially enlist in the military in the coming months. S.Coups received a military exemption last year due to his knee injury.