Lee Know × Gucci: How Stray Kids’ Dancer-Leader Became Luxury’s New Global Statement

The headline news

Gucci officially appointed Lee Know (Stray Kids) as its Global Brand Ambassador at the end of June 2025, unveiling the partnership across the house’s social channels with campaign-style visuals and a welcome message from the brand.

Immediate roll-out: campaign + cover

The ink was barely dry before Lee Know started appearing in The Gucci Portrait Series, the house’s Fall/Winter 2025 campaign photographed by Catherine Opie—a concept that spotlights individuality through intimate, human-centered portraits. In parallel, Gucci amplified his August 2025 Esquire Korea cover wearing FW25 looks, cementing the culture-editorial link that often follows new ambassadorships.

Why Lee Know fits Gucci right now

Gucci’s current era leans refined and pared-back—tailoring, quiet texture, and sharp silhouettes—an aesthetic Lee Know already gravitates toward. Even before the title, he was a front-row regular: his appearance at Gucci Cruise 2025 in London (Tate Modern) signaled real brand affinity, and it framed him inside the label’s present codes of polished simplicity.

The style chemistry

• Precision tailoring, dancer’s lines: His training shows in posture and movement; Gucci’s clean jackets and long, fluid trousers read especially well on him.
• Monochrome discipline: Black-and-graphite sets (often with subtle monogram) echo the brand’s sleek, modern mood.
• Accessories as punctuation: Slim ties, minimalist jewelry, and structured bags keep the looks edited rather than maximal.

What this means for Gucci (and K-pop x luxury)

K-pop ambassadors now function as global media channels with built-in storytelling, touring calendars, and social reach. Lee Know brings a fanbase that responds to craft and choreography—an angle Gucci’s FW25 portraits actively foreground by privileging presence over spectacle. That alignment lets Gucci court both fashion audiences and performance-forward fans with a single creative language.

Timeline: receipts & key moments

• June 2025: Gucci welcomes Lee Know as Global Brand Ambassador (official announcement).
• July–Aug 2025: Lee Know features in The Gucci Portrait Series (FW25) and fronts Esquire Korea (Aug 2025) in FW25 looks.
• Context, May 2024: Attends Gucci Cruise 2025 at Tate Modern, underlining a pre-existing relationship.

The bigger Stray Kids fashion map (why this appointment lands)

Within Stray Kids, brand pairings feel intentional rather than random. Lee Know’s Gucci role sits neatly alongside peers’ luxury lanes (e.g., I.N at Bottega Veneta; Bang Chan at Fendi; Felix at Louis Vuitton), positioning the group as a diversified bridge between high fashion and fourth-gen K-pop. For Gucci, Lee Know is the quiet-precision counterpoint: less logo-shout, more line and cut—exactly where the house is narrating itself right now.

What to watch next

• More FW25/holiday imagery: Expect additional Portrait Series assets and short-form videos anchoring Lee Know within the 42-subject campaign mosaic.
• Runway & regional activations: Likely appearances at future Gucci shows and Asia-focused events that engage STAYs (the group’s fandom).
• Editorial momentum: Follow-on covers and fashion films keep ambassadorships warm through the season.

Bottom line

Lee Know x Gucci works because the aesthetics match the moment. His dancer’s control and minimal, tailored palette translate Gucci’s current voice—elegant, exacting, and modern—into images that feel both inevitable and new.