Louis Vuitton’s legacy is built on reinvention, visionary designers, and powerful celebrity partnerships, and now K-pop is the newest chapter. In this post, I’m diving into how Felix from Stray Kids is more than just a global idol. He’s becoming a key face for Vuitton’s evolving story. From the brand’s roots to its red carpets and runways, to how Felix’s unique style and presence are shaping Louis Vuitton’s connection with the worldwide K-pop phenomenon, this is the story of fashion meeting fandom in a whole new way.
Courtesy of Louis Vuitton.
Chapter 1: The Birth of a Legacy
Louis Vuitton’s story didn’t begin with fashion. It began with travel.
In 1854, Louis Vuitton opened his first workshop on Rue Neuve des Capucines in Paris, not to make clothing but to design trunks. Not just any trunks; lightweight, flat-topped luggage that defied the impractical domes of the time. The invention was subtle but radical. In an age of bulky and awkward baggage, Vuitton offered something elegant, stackable, and durable. His designs spoke to movement, luxury, and modernity. They still do.
By the turn of the century, Vuitton’s name had become synonymous with the emerging idea of lifestyle. Georges Vuitton, his son, expanded the company’s reach, developing the iconic monogram canvas in 1896. The print wasn’t just an aesthetic signature. It was a form of protection, a move against counterfeiters. Even then, Louis Vuitton was navigating how to hold exclusivity in a world hungry for replication.
Courtesy of Louis Vuitton.
Fast-forward to the 20th century, and the company’s identity began to evolve. In 1987, Louis Vuitton merged with Moët et Chandon and Hennessy, forming the luxury conglomerate LVMH. This marked a shift in scale, influence, and ambition. No longer just a travel goods label, Louis Vuitton became a cultural symbol, a house that could define what luxury looked like, not just respond to it.
Then came the designers.
Chapter 2: The Designers Who Defined It
When Marc Jacobs joined Louis Vuitton in 1997 as its first artistic director for ready-to-wear, the brand underwent a creative renaissance. He launched the house’s first fashion collection and initiated legendary collaborations with artists like Stephen Sprouse, Takashi Murakami, and Yayoi Kusama. Jacobs introduced a new kind of tension: high fashion with a pop sensibility. It worked. Suddenly, the monogram was on everything; graffiti-covered Speedy bags, cherry blossom accessories, and even skateboards. Under Jacobs, Vuitton became cooler, more playful, and endlessly collectible.
In 2013, Nicolas Ghesquière took the reins of womenswear. Known for his futuristic silhouettes and architectural approach to design, Ghesquière ushered in a sleeker, more cerebral Vuitton. His collections referenced sci-fi, history, and digital culture. He didn’t just make clothes. He built worlds.
On the menswear side, Kim Jones (2011–2018) and Virgil Abloh (2018–2021) shaped entirely new directions. Jones introduced streetwear elements while keeping a sharp tailoring base. Abloh, the first Black artistic director at Louis Vuitton, brought a cultural revolution. His collections integrated skate culture, hip-hop, art, and identity. They weren’t just garments. They were statements.
Following Abloh’s passing, Pharrell Williams was appointed as the creative director of menswear in 2023. His appointment was unexpected and yet completely on-brand. Pharrell, a style icon with deep roots in both music and fashion, embodies the kind of cross-pollination Louis Vuitton thrives on. With him, the house doubled down on pop culture influence while continuing to honor craftsmanship and innovation.
Chapter 3: Celebrities in Vuitton – From Red Carpets to Runways
Before K-pop idols began headlining fashion campaigns, Louis Vuitton was already building a celebrity ecosystem. The house has long been a magnet for global stars, not just as attendees at fashion week but as collaborators, muses, and full-blown ambassadors.
Emma Stone, Michelle Williams, and Alicia Vikander have each served as long-term faces of the brand. These partnerships weren’t fleeting. They reflected Ghesquière’s ability to choose personalities that mirrored hisreflected his approach to design: introspective, powerful, and slightly off-center. You’d see them in campaigns that felt more like cinematic stills than glossy ads.
Courtesy of Louis Vuitton.
Meanwhile, in menswear, Timothée Chalamet, BTS’s J-Hope, and NBA star Victor Wembanyama have all walked the Vuitton runway or fronted collections. Pharrell’s first show in Paris in 2023 became a pop culture moment. Guests ranged from Rihanna to Beyoncé, and the front row rivaled any award show red carpet.
Louis Vuitton also cultivated relationships with creatives behind the scenes; directors, photographers, and visual artists who shaped the tone and texture of campaigns. The house understood that fashion today is narrative-driven. A dress is no longer just a dress. It’s a performance. And at the center of that performance are the faces we recognize.
Chapter 4: Felix at the Heart of Louis Vuitton’s K-pop Journey
Luxury and music have always danced around each other, but K-pop shifted the rhythm entirely. With their global reach, razor-sharp styling, and intense fan loyalty, idols became the perfect fashion partners. Louis Vuitton didn’t just join the movement. It helped define it.
Courtesy of Louis Vuitton.
Felix, from Stray Kids, is one of the most compelling examples of how this relationship works when it’s built on mutual respect. His story with Louis Vuitton began in April 2023, when he attended the brand’s Pre-Fall 2023 show in Seoul and met Nicolas Ghesquière. “It instantly clicked between us,” Ghesquière said. That connection soon turned into an ambassadorship.
By August 2023, Felix was announced as a Louis Vuitton House Ambassador. From that moment on, his presence with the brand expanded across runways, editorials, and campaigns. In March 2024, he made his runway debut at the Womenswear Fall/Winter 2024–2025 show in Paris, closing the show beside Jung Hoyeon. It wasn’t a stunt. It felt like storytelling.
Though 2024 didn’t bring another major announcement, Felix’s visibility never faded. He wore custom Louis Vuitton on stage during the dominATE World Tour, appeared in Elle Korea in head-to-toe LV, and casually styled LV varsity jackets, crossbody bags, and accessories in his everyday looks. In December, he even posted a holiday photo layered in Louis Vuitton gear, down to the earrings and wallet. The branding was never forced. It was integrated, proof of a relationship that lives beyond the runway.
He returned to the catwalk in March 2025, then appeared at the Cruise 2026 show in Avignon. And in July 2025, that collaboration reached new heights. Louis Vuitton released the Silver Lockit collection for UNICEF, co-designed with Felix. Featuring minimalist jewelry engraved with the word “DREAM,” the campaign spoke less about style and more about values.
Felix’s rise within the Louis Vuitton world it’s emblematic of the house’s broader commitment to K-pop. It was like the brand became warmer and full of life after he joined it. What it was unreachable once, it’s now familiar and meaningful for STAYs all around the world.
Lisa, from Blackpink, is another key figure in this story. After attending shows and wearing archival LV pieces throughout early 2024, she was officially announced as a Louis Vuitton House Ambassador in July 2024. Ghesquière praised her “daring spirit,” and soon after, she appeared in campaigns including the Spring/Summer 2025 collection alongside Saoirse Ronan. At the 2025 Met Gala, Lisa arrived in a glittering Louis Vuitton suit, and later became the first K-pop artist to perform at the Oscars, all while styled in LV.
Both Lisa and Felix represent a shift in how Louis Vuitton works with celebrities. These are cultural collaborations. They reflect a brand that doesn’t chase attention, but chooses resonance.
The Real Impact of a Loyal Fandom for Luxury Houses
As a fan and a marketer, I’ve been watching Felix from Stray Kids closely; he became a genuine force shaping how luxury brands like Louis Vuitton connect with audiences today before my eyes in record time. His partnership goes far beyond typical endorsements, and here’s why it feels so real and impactful to us STAYs.
From our perspective, Felix’s partnership with Louis Vuitton feels deeply authentic because we’ve known how special he is all along. Even before his debut in 2018, Felix has been this radiant light; his charisma, kindness, and generosity have always shone through. He carries an angelic energy that genuinely aims to heal and uplift others, and he actually delivers on that promise. So when a global luxury brand finally recognizes his unique presence, we see how impactful of a business move that is, but that’s not all. We see it as a proud moment. It’s like the world is finally catching up to what we’ve believed from the start.
Interestingly, Felix’s personality aligns perfectly with Louis Vuitton’s brand values; and in doing so, it’s also inspiring the brand to evolve. He brings a fresh, softer energy that encourages Louis Vuitton to explore new facets of its identity, especially around inclusivity and unisex fashion. Felix close relationship with Nicolas Ghesquière, Louis Vuitton’s artistic director, reflects this synergy. They “clicked” immediately, and Felix’s natural role as a muse shows that the brand is willing to embrace new narratives. An outstanding example of this was Felix walking the women’s wear runway (not once, but twice!) leading a groundbreaking statement about breaking traditional fashion boundaries. His advocacy for unisex clothing is more than just style; it’s a meaningful cultural message that Louis Vuitton is amplifying through him.
Specific moments have truly connected Felix with fans and elevated the brand’s image. One that stands out is when Felix walked the runway with his mother attending the shows; a private, heartfelt gesture he shared with us in an interview. That openness, allowing us into his personal world even briefly, deepens our bond with him and, by extension, with Louis Vuitton. Behind the scenes, his warm, respectful interactions with everyone (from staff to fellow models) show that his humility and kindness aren’t just for the camera. Seeing him shine authentically makes us beyond proud and trust the brand more, knowing they support someone so genuine.
Since becoming a brand ambassador for Louis Vuitton in June 2023, Felix of Stray Kids has proven to be a powerhouse in the luxury fashion space. According to data firm Launchmetrics, his appearance at the 2023 Paris show alone generated nearly $60 million in Media Impact Value (MIV). By October of the same year, his collaboration had already delivered $4.5 million in MIV for the brand and was ranked #8 in Launchmetrics’ Top 10 Brand Partnerships of 2023. His influence only grew stronger in 2024, with appearances at the Fall/Winter 2025 Paris show driving $15.8 million in Earned Media Value (EMV), and his total EMV for Louis Vuitton reaching an impressive $68.3 million, as reported by Elle Italia. Most recently, WWD named Felix the only solo male celebrity among the “Top 10 Global Voices in Luxury 2025,” highlighting his $124 million EMV (the highest for any male celebrity and the fourth overall) with an average reach of 8.8 million and 3.4 million average engagements per post.
Courtesy of Louis Vuitton.
In terms of marketing strategy, Louis Vuitton plays it classic but effectively by putting Felix front and center without selling aggressively. Felix’s subtle, almost soft-sell approach on social media resonates well with fans. He’s an ambassador who doesn’t push products hard but showcases them naturally, which feels more authentic and respectful to STAY. Whether that’s his own instinct or brand guidance, it works perfectly.
Felix’s partnership also signals a shift in how luxury brands view younger, diverse, and global consumers. Young people, especially women across a wide age range, are ready to invest in luxury, but it’s about smart choices and emotional connection, not just price tags. Louis Vuitton’s collaboration with Felix, including projects like the UNICEF campaign with accessible price points, shows the brand understands this. They’re offering fans ways to be part of Felix’s journey without breaking the bank, making the fandom-brand relationship even stronger.
Of course, relying on fandom loyalty comes with risks if mishandled. As long as Felix remains true to himself and the brand treats him with respect and care, the partnership will remain rock solid. STAYs are fiercely protective, if the brand ever crosses a line or mistreats him, it risks facing backlash and potential boycotts. This loyalty is a powerful, but also delicate, asset.
Courtesy of Louis Vuitton.
For Felix personally, this partnership is a game-changer. Being associated with a storied luxury house like Louis Vuitton puts him on a global stage beyond K-pop, boosting his visibility and opening doors to more brand deals and career opportunities. It also elevates the whole group’s profile, showing the world the power and reach of Stray Kids. Rumors even suggest Felix’s interest in design might lead to a deeper creative role with Louis Vuitton in the future, a possibility that would be exciting for both him and the brand.
Ultimately, partnerships like Felix and Louis Vuitton are mutually beneficial and long-lasting. The brand gains fresh energy, global appeal, and new audiences, while the artist gains prestige, influence, and career growth. As luxury houses continue to collaborate with K-pop idols, this dynamic will only grow stronger; creating a vibrant cultural exchange that benefits both industries and fans worldwide.
