It’s official: Lee Know, dancer, vocalist, and all-around enigma of Stray Kids, has been named a global brand ambassador for Gucci. If you’ve been paying attention, the announcement doesn’t come as a surprise. It’s more like the final piece in a puzzle that’s been quietly assembling itself over the past few years, and for many of us in the fandom, it was a long time coming.
Lee Know and Gucci have had an ongoing relationship that predates this announcement. We’ve seen him wear the brand’s pieces at airports, on magazine covers, on stage, and during tour press stops. It wasn’t limited to clothing either; accessories, shoes, and statement jewelry have also played a consistent role in his style, giving us a clear sense of where his fashion compass points.
Courtesy of Gucci
He was invited to several Gucci events in the past. But for one reason or another, he couldn’t attend. One time, a minor car accident involving Stray Kids forced a change in plans. Another time, the group was on tour. Each absence added another layer of “almost” to the unfolding story, which made last year’s appearance at the Gucci Cruise 2025 show in London feel that much more significant. Wearing a monogrammed suit with exaggerated sleeves and a dramatically long tie, Lee Know made a statement that was part refined, part rebellious, and totally him.
So when Gucci finally announced him as a global ambassador this week, it didn’t feel sudden. In fact, for many of us, it felt overdue. There’s been quiet speculation in the fandom for a long time. We had a strong feeling the partnership was real, but the official title kept getting delayed. This week, media outlets broke the news first, and Gucci followed with posts across their global social platforms. In a small but meaningful touch, Lee Know himself came to Bubble (JYPE’s fan messaging platform) to share his excitement directly with STAY. He seemed genuinely happy, and for those of us who have waited alongside him, that mattered the most.
Nicky J Sims – Getty Images
Since debuting with Stray Kids in 2018, Lee Know has built a reputation not just as a performer but as a stylistic shape-shifter. He is equally at home in sleek tailoring, unconventional layering, or full streetwear chaos. He mixes textures, plays with structure, and never lets accessories be an afterthought. You’ll just as likely find him in patent leather or sheer knits as you will in a crisp shirt and structured blazer.
And yet, there’s always a sense of restraint in his styling. It’s never loud for the sake of volume. Even when his outfits lean maximalist, there’s a deliberateness to it. An understanding of silhouette, proportion, and narrative. That’s part of what makes his fashion style so compelling: he wears risk like it’s second nature.
In that way, Lee Know isn’t just a good fit for Gucci. He’s exactly the kind of artist the brand needs right now. As the fashion house continues to evolve under new creative direction, it’s looking to redefine its image not just through aesthetics but through personalities who embody a deeper kind of creativity. Not just “faces” but collaborators, muses, and extensions of the brand’s storytelling.
Courtesy of Gucci
“I believe Gucci is a brand that transcends the past and present through heritage and contemporary creativity,” Lee Know said in the press release. It’s the kind of quote that often reads like filler, but here, it actually tracks.
Gucci is banking on his duality: elegance and edge, polish and personality, classic and contemporary. And that bet seems solid. With Stray Kids currently wrapping up their “DominATE” world tour and each member branching into individual fashion projects, the spotlight on Lee Know is only getting brighter. This ambassadorship isn’t just another K-pop collab. It’s a strategic moment of alignment.
This announcement also marks a milestone for the group: Lee Know is now the sixth member of Stray Kids to become an official ambassador for a luxury brand. With I.N, Bang Chan, Hyunjin, Felix, and Seungmin already representing global fashion houses, it’s clear that luxury labels aren’t just noticing Stray Kids, they’re investing in them. Six down, two to go.
Courtesy of Gucci
I’m sharing this article now so people can enjoy the news and the moment, but this isn’t the end of the story. Not even close. I plan to write more about Gucci’s history and why this partnership holds weight, not just for Lee Know but for the brand itself. Gucci is a house with decades of heritage, reinvention, and cultural impact. Trying to cover it all at once would flatten its complexity. So I ask for a little patience, the deep dive is coming.
For now, though, it’s worth taking a beat to appreciate what this moment means. For Lee Know. For Gucci. And for us STAYs who’ve been waiting, hoping, and cheering him on every step of the way.
It didn’t happen overnight. But it happened.
And it was worth the wait.
If I represented a fashion brand, I would certainly consider offering you a position. This article is written with such grace and fluidity, much like dandelions dancing in the wind; it is truly captivating from beginning to end. I am also delighted and honored that someone with your exceptional writing abilities appreciates StrayKids.