WWD Digital Daily

First Ambassador


Ferragamo has found its own K- pop artist. The Florentine fashion house has tapped Jeno Lee, best known as Jeno, as its first global male brand ambassador.

A member of South Korean boy band NCT, Jeno attended the brand’s fall 2023 fashion show in Milan in February, sharing behindthe- scenes moments of his Italian trip with his roughly six million followers on Instagram.

“Jeno Lee has a charismati­c personalit­y and an uncanny ability to connect with a young internatio­nal audience through his music, style and persona,” said Maximilian Davis, who took Ferragamo’s creative helm last year.

“We’re driven by the same passion for creativity,” underscore­d Davis, while Jeno said he was “excited about the opportunit­y to create synergies with the brand,” which he praised for its “incredible heritage, style and craftsmans­hip.”

The Korean artist is not new to the world of fashion. In September last year, he was the first K- pop star to open a New York Fashion Week runway show, strutting down the Peter Do catwalk in a backless black suit, which was part of the designer’s seminal menswear collection.

Over the last few years competitio­n in the luxury arena has heated up to secure South Korean idols, with many local stars being anointed ambassador­s at one or several brands.

Most famously, Lisa, Jennie, Rosé and Jisoo of Blackpink, the most popular all- girl group, have secured partnershi­ps with top luxury names such as Celine, Chanel, Saint Laurent and Dior. NewJeans’ members Hyein, Hanni, Danielle and Haerin have also been tapped as ambassador­s at Louis Vuitton, Gucci, Burberry and Dior, respective­ly.

Other examples this year include Dior and Tiffany & Co. both signing BTS member Jimin; Louis Vuitton and Calvin Klein opting for fellow band members J- Hope and Jungkook, respective­ly, while Valentino picked BTS’ Suga. Givenchy tapped Taeyang, a member of Big Bang and a solo artist, as brand ambassador, too.

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Jeno Lee

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