Italian fashion label Versace has experienced a strong resurgence over the past years. Leaning on the power of pop culture and its strong design identity, the brand has returned to the forefront of fashion with buzz-worthy celebrity cameos and collaborations. Now the brand is taking another step toward pop culture domination by appointing South Korean star Hyunjin as a global ambassador. 

The Versace Family

On July 20, Versace announced that Hyunjin — a member of the K-pop group Stray Kids — would be lending his image to represent the Italian powerhouse. Regarding the appointment, Vice-President of the board and Artistic Director, Donatella Versace shared, “I am delighted Hyunjin is joining the Versace family. I am constantly inspired by new voices defining culture around the world and for me Hyunjin has great new energy and creativity. I love his confidence and freedom of expression. He is a true Versace man.” 

In the new role, the K-pop icon is set to star in the Versace Holiday 2023 campaign in November, ahead of the Christmas festivities. The star expressed his excitement for this new journey with the brand. “I am both inspired and honoured to play a part in the House’s truly amazing heritage, and that Donatella believes I have the Versace attitude! I’m filled with anticipation and can’t wait to experience the artistic synergy with Donatella,” Hyunjin said. 

Versace’s Pop Culture Stravaganza

Hyunjin’s appointment as an official ambassador comes as no surprise. Last May, Versace joined forces with British singer Dua Lipa to design a fashion collection presented in the midst of the Cannes Film Festival. At the event, Hyunjin sat front and center, taking the spotlight alongside Troye Sivan and Manu Rios. With a look that proved he is a total Versace boy, the star made headlines and rose anticipation for a potential collaboration with brand.

In recent months, Versace has strongly relied on pop culture to promote the brand. In April, the Italian house launched “Versace Icons” with a campaign featuring Hollywood darling Anne Hathaway and singer Chris Lee. 

The Maison then presented “La Vacanza,” co-designed by Donatella Versace and Dua Lipa, to great acclaim. As per Launchmetrics, the collection itself garnered $24.7 million in Media Impact Value (data by May 31) with Dua Lipa herself contributing $4.2 million through four placements. 

The efforts have paid off. On July 19, the fashion technology company Lyst revealed its quarterly ranking of fashion’s hottest brands and products (the Lyst Index). Versace, which took the eighth spot in the first quarter of 2023, rocketed into third place — its highest ranking ever in the list. The brand also placed a product in the hottest product category: the Versace Maxi Medusa Biggie sunglasses.

Backed up by its influential celebrity friends and ambassadors Versace has already achieved several milestones commercially and financially in 2023. It’s safe to state that with Hyunjin’s appointment as a brand ambassador, the Italian house is set to keep building momentum. 

Interested in more fashion news? Check out EnVi’s most-read fashion stories in the first half of 2023.

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