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Louis Vuitton appoints Korea’s Felix from Stray Kids as new ambassador

France’s Louis Vuitton has announced Australian-born South Korean rapper, singer, songwriter and dancer, Felix from Stray Kids as its newest house ambassador.


Earlier in the year, Felix has previously attended the Louis Vuitton pre-fall 2023 women’s show in Seoul, and the Parisian house’s cruise 2024 show held on the Italian island of Isola Bella. The pop star has also worn Louis Vuitton during a performance at the music festival Lollapalooza Paris.

In a press release, Louis Vuitton said the star and and brand have developed “a strong relationship through his unique personality, vision and style, inspiring international audiences,” adding the new global collaboration between Felix and Louis Vuitton will “certainly foster new and exciting achievements.”

Stray Kids, under JYP Entertainment, is a K-pop band is know for their mini albums ‘Oddinary’ and ‘Maxident’ released in March and October, 2022, respectively, before reaching the top of the U.S. Billboard main charts ‘Billboard 200’ and ‘Artist 100’ with their full album ‘★★★★★(5-Star)’ in June 2023. Additionally, Stray Kids was nominated for best K-pop at the last MTV Video Music Awards.

“I am thrilled that Felix is joining Louis Vuitton as House Ambassador. I discovered Felix when I presented my pre-fall collection in Seoul. It instantly clicked between us. He is really talented, I love his energy, his unique personality and his audacious sense of style,” said Nicolas Ghesquière, Louis Vuitton’s artistic director of women’s cretollections.

The appointment news comes after parent company LVMH reported revenue of EUR 42.2 billion (USD 46.76 billion) in the first half of 2023, up 15 percent, thanks to strong growth in Asia, offsetting smaller gains in the U.S.

Sales in Asia excluding Japan jumped 23 percent in the first half of the year ending June, while sales inched forward just three percent growth in the United States, it said at the time of reporting in July.