After strengthening ties with several brands, the members of K-pop group Stray Kids are emerging as the new it boys of fashion. The eight-piece act — consisting of Bang Chan, Lee Know, Changbin, Hyunjin, Han, Felix, Seungmin and I.N — recently became the first K-pop group to perform at Lollapalooza Paris, but they’re not only making waves as musicians. Following Hyunjin’s appointment as Versace’s brand ambassador, rapper Felix joins the ranks of the Louis Vuitton family. 

Louis Vuitton’s New It Boy

On August 22, the French luxury brand took to social media to announce Felix’s new title as House Ambassador. The Australian star, who is known for his powerful rap, deep voice and remarkable fashion sense, is in no way a newcomer in the fashion scene. Prior to this announcement, the idol made headlines with his attendance at Louis Vuitton events, including their Pre-Fall presentation in Seoul and the Cruise show in Isola Bella. 

In fact, according to the brand, it was his front-row appearance at the Pre-Fall 2023 show that put Felix on Nicolas Ghesquière’s radar. Louis Vuitton’s Creative Director shared in a statement, “I am thrilled that Felix is joining Louis Vuitton. I met him when I presented my Pre-Fall 2023 Collection in Seoul and it instantly clicked between us. He is really talented — I love his energy, his unique personality, and his audacious sense of style.”

A New Take on Vuitton

With Fashion Month just around the corner, the announcement might be a foreshadowing of the rapper’s potential appearance in shows and events. Previously, the star attended the monumental Pre-Fall show that took place on the Jamsugyo Bridge in Seoul. There, he put an effortlessly cool spin on Vuitton’s staples, wearing a denim-on-denim look. The idol then attended the Women’s Cruise 2024 show looking suave in a brick-colored jacket and a crisp white button-up.

More recently, Felix sported a fresh Vuitton get-up at his group’s debut performance in Lollapalooza. At the festival, he rocked a boxy paneled leather jacket with the brand’s monogram emblazoned across the chest. The K-pop idol paired the chic look with the latest edition of the iconic camera box bag. Looking back at these recent appearances, the world can anticipate Felix’s casual and youthful interpretation of Louis Vuitton.

A-list Fashion Crowd

With this appointment as House Ambassador, Felix joins an A-list lineup of stars associated with the French brand. Among many others, world-class artists such as Bae Doona, BTS’ J-hope, Jackson Wang, Zendaya, and NewJeans’ Hyein flaunt the same title. 

Furthermore, Felix’s new foray as a brand ambassador cements Stray Kids’ growing influence in the world of fashion and proves the unfading appeal of Asian and Gen Z stars as the new faces of luxury. 

Interested in more fashion content? Catch up with the trends that made the rounds at Copenhagen Fashion Week here.