Seungmin at Burberry SS26: The Perfect Look the English Press Missed

When Seungmin walked into Burberry’s SS26 show in London, my first thought was that he looked incredibly mature. Gone was the playful energy we sometimes see on stage. What stood before us was a refined ambassador who fit the Burberry aesthetic with ease. The deep navy leather trousers, paired with an embroidered tapestry sweater and sharp black boots, gave him a presence that was serious yet youthful, rooted in tradition but ready for modernity. It was one of those moments where, as a fan, I wished more people had noticed.

Because here’s the thing: while Instagram accounts and fan pages were quick to share his look, the serious press (the fashion magazines, the editorial write-ups, the London-based media) barely covered him. Granted, this was yesterday. So we will give them the benefit of the doubt. It’s just interesting that for an artist who moves millions of fans worldwide, who brings a fresh audience to Burberry, the absence of recognition felt like a snub.

The Look That Said “Ambassador”

Burberry has always been a brand associated with heritage: checks, trenches, tailoring, and a certain British seriousness. But in recent years, the house has made a push toward younger, fresher collections that appeal to Gen Z. Seungmin’s look was the perfect embodiment of that strategy.

The tapestry sweater was art in motion. Richly embroidered, almost knightly! While the leather trousers grounded it in something urban and wearable. On anyone else, it might have been just another Burberry outfit. On Seungmin, it looked like Burberry redefined.

Photo by Jeff Spicer/Getty Images

Why Wasn’t He Given the Spotlight?

To be fair, Seungmin wasn’t invisible. Several official fashion accounts on Instagram shared his look, posted images, and even interviewed him. But in the broader landscape of coverage, he was just one name in a sea of celebrities. The big English fashion magazines and serious press didn’t elevate him; they focused their cameras on Hollywood A-listers and familiar Western faces.

That, to me, feels very telling. The English press can be snobbish sometimes, often focused on who they deem culturally important. And while Seungmin commands millions of fans worldwide and represents exactly the kind of young, global audience Burberry needs, in London’s editorial world, he was treated as secondary.

For STAY, that’s frustrating, because we see him as more than just “one of many.” He is not an up-and-comer. He’s already an established artist.

Burberry’s Market Strategy

And here’s where my marketing brain kicks in. Burberry yearns for a hit in the Asian market. Luxury fashion houses know that Asia drives a significant share of sales growth, and ambassadors like Seungmin are key to that strategy.

But this particular event wasn’t designed to spotlight him. The show was very London-based, with an audience that was very Hollywood-centric. His presence felt necessary (he had to be there as an ambassador), but it wasn’t a stage set for him to shine. From a marketing perspective, this was not the moment where Burberry pushed its global outreach. It was about reinforcing their brand identity at home. So, it’s fair that Seungmin’s presence felt fleeting, but as fans, we always want more. Can you blame us? He looked like the perfect Prince.

Here’s the beauty of the current media landscape: STAY did notice. Social Media did notice. And that reveals the shifting power dynamic. Traditional fashion media may hold prestige, but real influence comes from communities online. Fans create the conversation, spread the images, and amplify the moments that matter.

For me, that made Seungmin’s Burberry appearance even more special. It was a moment for those of us who follow him closely, who understand why that deep navy blue suited him perfectly, who see him not just as a guest but as the ambassador Burberry needs right now.

But what about the Show?

Burberry’s SS26 collection, designed by Daniel Lee, drew inspiration from British summer festivals, mod culture, and music heritage. Acid-washed denim, embroidered crochet mini-dresses, fringed coats, and brightly colored checks created a playful yet refined energy.

Outerwear was the undisputed star of the runway. Glossy leather trenches, bright tartan coats, and embossed paisley patterns brought drama, attitude, and a playful nod to Brit-pop rebellion. A deep purple leather trench, slick and commanding, felt like a modern reinterpretation of a classic Burberry silhouette; heritage boldly meeting a new generation of risk-takers. Even the softer pieces, like flowing crochet dresses and layered scarves, balanced elegance with a mischievous wink, proving that Lee’s vision was as much about mood as it was about tailoring.

And then there was the unexpected thrill of textures and tailoring coming together in surprising ways. Washed denim popped up with grit and attitude, giving casual pieces a runway-ready edge. Suits strutted confidently, from chocolate pinstripes with oversized lapels to electric chartreuse-green ensembles that practically demanded attention.

“Nothing’s new in fashion, but, as designers, we’re trained to oversize. It’s actually harder to do a ‘neater’ thing, because as soon as you see a model walking in something smaller, it has less impact. So we challenged ourselves to try and celebrate a different silhouette.”

In this environment, Seungmin’s look struck the perfect balance. He embodied sophistication, nodding to the youthful energy of the collection. While models strutted in vibrant prints and metallics, his outfit grounded the runway in elegance, an anchor that spoke directly to Burberry’s evolving brand story.