The Stray Kids performer who stole the show in Gucci’s monogram suit is now fronting the house worldwide, with campaigns set to drop sooner than you think.

Gucci confirmed today that Lee Know of Stray Kids will carry the title of global brand ambassador, sealing a bond first glimpsed when the singer stepped out in a monogram wool suit at last year’s Cruise 2025 presentation on the Thames.
“It’s a great honor to be part of Gucci’s visionary journey of creativity,” Lee Know said in the announcement. The house returned the compliment, citing his fresh energy and artistic versatility as a perfect match for its creative spirit.
The partnership was already written in the clothes: Lee Know has slipped into the label’s sharp tailoring for red carpets and photo shoots, turning its soft-shouldered jackets into part of his on-stage vocabulary. Now the alignment is official, and his presence at upcoming shows and campaigns is a given.

Stray Kids, formed in 2017 and riding a sold-out dominATE world tour that wraps in Rome on July 30, have become fashion’s favorite band. Bandmate I.N fronts Bottega Veneta and Damiani, Bang Chan is with Fendi, Hyunjin partners Versace, and Felix represents Louis Vuitton. Lee Know’s Gucci link adds another power player to the lineup.
For Gucci, still sharpening its direction under Sabato De Sarno, Lee Know offers clean dance lines, worldwide influence, and a fan base that spans continents. Expect him in front-row seats and campaign frames before the season flips. The synergy feels locked, Gucci gains a megawatt K-pop voice, and Lee Know gains the keys to one of fashion’s storied wardrobes.