How Stray Kids' Hyunjin Is Becoming the Newest Face of Fashion in South Korea
These days, K-pop stars are more than just music artists. Because of their impact and global audience, they've turned into high fashion brand ambassadors. K-pop boy group Stray Kids, for instance, has several members on their path to becoming fashion icons. After all, the style evolution of Stray Kids is remarkable. They went from sporting casual, boyish clothing consisting of ripped jeans and sweaters to wearing more elegant pieces, like button-down shirts and dress shirts, as they matured.
This is why it's no question that Hyunjin, the group's main dancer, is on his path to becoming the newest face of fashion. His style consists of straight-leg jeans, long cardigans, and oversized tees, showing his height and build. So, while his fellow members are busy doing their own things—like main vocalist Seungmin releasing a solo OST for the K-drama Hometown Cha Cha Cha—Hyunjin is making a name for himself in South Korea's fashion scene. To find out how exactly, keep reading about his journey:
Partnership with Luxury Italian Brand Etro
Etro makes luxury clothing and accessories for men and women. It's mainly known for its paisley patterns, which it introduced in 1981. In 2021, the Stray Kids' Dance Racha unit consisting of Hyunjin, Lee Know, and Felix partnered with Etro for its bold and fashionable Etro Earthbeat sneakers campaign film. These shoes reflected the group's vibrant and boyish vibe, suiting Hyunjin and his fellow members. Moreover, the creative director of Etro clothing—Marco De Vincenzo—spoke of how music is a big part of his design process. He shared how the music he listens to reflects his state of mind when designing new pieces, influencing his choices.
Thus, having Stray Kids—especially main dancer Hyunjin—headline a campaign film for Etro sneakers gives life to the product. In the video, Hyunjin's cool and smooth moves showcase the sneakers in an energetic way.
Invitation to the Yves Saint Laurent Libre Le Parfum Launch Party
As Hyunjin becomes more popular for his group's music and his style, brands have gained an interest in inviting him to events. In September 2022, he and fellow Stray Kids member Felix attended Yves Saint Laurent's (YSL) Libre Le Parfum launch party in Paris. YSL is a popular luxury brand that makes shoes, bags, and fragrances, and this specific event was created to celebrate the new Libre Le Parfum.
The launch was attended by international stars, too—like Dua Lipa—who sang for the YSL Libre film. Sharing the space with Dua Lipa—and even getting a picture with her—means that Hyunjin is well on his way to becoming a fashion icon like his Hollywood counterparts.
Becoming the Face and Global Ambassador of Versace
Hyunjin was named Versace's Global Brand Ambassador in July 2023, making history as the first Korean star to be given the title. The brand noted its attraction to his energy, creativity, confidence, and freedom of expression, prompting them to make him the official face of its Holiday 2023 campaign. Yet Versace did more than just have Hyunjin showcase their latest pieces—it also took his input into account to create new sunglasses. Versace sunglasses are known for having classic and bold designs that showcase confidence and glamour. They're also known for taking inspiration from major music icons.
Take Versace's iconic Biggie sunglasses: Inspired by Biggie Smalls and the '90s music scene; they feature black frames and thick arms embedded with the Versace logo. The brand is now doing the same for Hyunjin, adding unique versions of existing models to their offerings. That includes a new twist on the Biggie, which recently got a new colorway with silver accents in line with Hyunjin's preferences.
Given Stray Kids Hyunjin's partnerships with and influence on major fashion brands, there's no doubt he's becoming one of the newest faces in South Korea today. For more on the latest in K-celebrity style, browse our fashion category here at KDramaStars.
