Stray Kids’ Felix continues his unstoppable rise as a global fashion muse, now taking on an unprecedented triple ambassador role for GENTLE MONSTER, TAMBURINS, and ATiiSSU, three distinctive brands under the innovative Korean creative house IICOMBINED.
Known for redefining eyewear with futuristic silhouettes, GENTLE MONSTER is already a favorite among global tastemakers. TAMBURINS, its sister brand, is an art-forward fragrance and skincare label whose sculptural packaging and experimental scents have carved out a cult following. Now joining the fold is ATiiSSU, IICOMBINED’s newest headwear label, launched with a vision rooted in timeless aesthetics and bold cultural statements. The name itself stands for “A Timeless Issue,” a phrase that reflects the brand’s founding principles. According to its debut statement, ATiiSSU is “shaped by two core ideas: ‘Timeless’ original details that exist beyond trends, and ‘Issue,’ a bold push past the boundaries of fashion.”
Mystery model or Felix in disguise?
Though the official announcement arrived today, the collaboration has been in motion since at least May, when Felix was first seen teasing unreleased ATiiSSU pieces ahead of the brand’s debut. One image in particular set STAY into detective mode. A sleek photo of a model wearing a black leather cap sparked speculation across fandom spaces, with many suspecting it was Felix. That guess, as it turns out, was correct.
The cap, part of the brand’s inaugural Wing Campaign, features distinct paneling and extended flaps that resemble short, ear-like wings. Felix was also seen previewing a knitted beanie with long, braid-like attachments. He was the first person to be seen wearing these pieces, igniting interest in the brand before it even launched publicly.
Since then, Felix has repeatedly dropped visual hints, wearing pieces from all three brands across social media, editorials, and candid photos. His connection to GENTLE MONSTER also predates this announcement. In fact, he participated in an official Gentle Monster event on May 10, 2023, at the brand’s first store in Osaka, Japan. That moment now reads more like foreshadowing than a one-off appearance.
The triple ambassadorship further cements Felix’s place not just in music but in the fashion world’s creative core. It also signals IICOMBINED’s intent to make him more than a promotional figure. Felix is not just a model for the brands; he is actively helping shape their emerging identity, especially in the case of ATiiSSU, which made headlines before its launch in large part due to his early involvement.
This move adds to Felix’s already impressive portfolio of ambassadorial roles. In 2023, he was named a global house ambassador for Louis Vuitton, joining the ranks of high fashion royalty. He’s also appeared in editorials for Harper’s Bazaar, Dazed, and L’Officiel. His unique blend of softness and edge, angelic visuals paired with a bold, experimental style, makes him an ideal muse for brands looking to connect with Gen Z through artistry, not just aesthetics.
The influence of a Kpop Star
In a sea of idols-turned-influencers, Felix stands out by consistently embodying the mood of the brands he represents. With every campaign, he doesn’t just wear the product; he transforms it into a story. Whether it’s a pair of chrome-framed sunglasses, or a deconstructed leather cap, Felix brings an emotive, angel-like narrative to every frame.
As ATiiSSU begins its journey into the global fashion spotlight and GENTLE MONSTER continues to push the boundaries of eyewear, Felix’s ambassadorship could mark a new chapter in fashion marketing where one artist’s identity becomes the throughline connecting multiple creative worlds.
Still, for STAYs, this announcement didn’t come as a total surprise. But it did bring long-awaited confirmation. Ever since the first photo of the ATiiSSU leather cap appeared online, fans have been debating whether the model was indeed Felix. His face was hidden, and though the styling and silhouette felt unmistakably his, no official confirmation followed. It became a fandom guessing game. A few days later, he was seen at a store associated with the brand, and soon after that, he casually appeared on social media wearing the same cap. Yet, the brand remained quiet for weeks. Months passed. Even then, it was all speculative. Only now has the collaboration been confirmed. Why it took so long remains unclear, but from the fan perspective, the slow reveal only added to the mystique.
This also happens to be a milestone week for Felix on another front. He just launched a new campaign bridging his work with Louis Vuitton and his humanitarian efforts with UNICEF. As part of a global initiative, Felix helped unveil a special piece of jewelry created in partnership with UNICEF, designed to support children’s welfare across the globe. He previously traveled to Lagos to meet with local UNICEF teams, reinforcing his long-term involvement in the cause. While the official details remain sparse, it’s clear that Felix played a key role in connecting Louis Vuitton and UNICEF for this collaboration, and he now stands as the face of that campaign.
It’s no exaggeration to say that this was a defining week for Felix. One that underscored not just his versatility as a performer and model, but his influence as a connector of worlds, from fashion to philanthropy.
Felix in the campaign for the Louis Vuitton Silver Lockit collection. Colin Dodgson/Courtesy of Louis Vuitton
IT BOY FELIX
If it feels like brands are lining up to claim a piece of Felix, it’s because they are. With his ability to seamlessly inhabit vastly different visual worlds, Felix has become the rare kind of public figure who appeals equally to heritage luxury houses, avant-garde designers, tech-forward beauty labels, and philanthropic initiatives. His name alone signals reach, taste, and influence. A marketer’s dream.
But therein lies the paradox. While Felix’s versatility is a strength, the sheer volume of brand associations he now carries could eventually blur the lines between scarcity and saturation, especially within luxury markets. One of the key pillars of high-end positioning is exclusivity. When a single face becomes ubiquitous across multiple industries, even when executed well, there’s a risk of the image itself becoming diluted. Not because the talent is lacking, but because the aura of mystery, the feeling that a product is rare or aspirational, begins to flatten under constant visibility.
Felix has always managed to avoid this trap, in part because each campaign he takes on feels carefully curated. From Louis Vuitton to Gentle Monster to his latest humanitarian work with UNICEF, there’s a through-line of intention. These aren’t random deals. They are stories. They’re platforms that reflect different facets of who he is: the performer, the muse, the global citizen.
A pendant from Louis Vuitton’s Silver Lockit collection. Joaquin Laguinge/Courtesy of Louis Vuitton | The 2025 Silver Lockit collection will launch worldwide in Louis Vuitton boutiques on July 18th, 2025.
Still, as a marketing case study, Felix is approaching a threshold. When one artist becomes the go-to symbol for multiple major brands simultaneously, their image runs the risk of transitioning from “singular icon” to “default template.” In a hyper-visual age, this matters. Consumers remember frequency, yes. But they also crave distinction. And brands seeking to differentiate themselves may, in time, hesitate to share a muse who has become emblematic of many others.
Of course, Felix may very well be the exception. His presence doesn’t just fit campaigns. It elevates them. He humanizes luxury, bridges culture and commerce, and connects emotionally in ways that most ambassadors never manage. But if the goal is longevity, both for his personal brand and the partnerships he builds, the long game may require spacing, not speed. A slower burn can still shine bright.
And for what it’s worth, Felix has addressed the topic himself. When fans express concern about his packed schedule, he often responds with grounded clarity: this is his rhythm, this is his choice. And no one wants to argue with that. Still, it’s worth keeping an eye on the larger picture. Not just for his well-being, but for the sustainability of his brand as a brand. In an era where everyone wants a piece of Felix, preserving his uniqueness may become his most valuable asset of all.
For STAYs, walking with Felix in this new chapter is the best way to uplift the official releases. Share the campaigns directly from brand accounts, engage with the visuals, and if possible, invest in the products he’s helped bring to life. Every post, purchase, and conversation helps amplify not just the brands but Felix’s role in shaping them.
