Fashion has long been a space where storytelling, symbolism, and self-expression collide. In recent years, that collision has included an undeniable force: K-pop. The relationship between Korean idols and luxury fashion houses is no longer a novelty. It is a carefully cultivated connection carrying both cultural weight and commercial power. So when Seungmin, vocalist of Stray Kids, was named Burberry’s latest brand ambassador, it didn’t just feel inevitable. It felt like the moment had finally arrived.
The official announcement came on June 17, 2025, following Seungmin’s standout appearance in Burberry’s Festival campaign. Styled in classic check alongside British icons, his inclusion was not just strategic, it was symbolic. It marked a shift in Burberry’s trajectory, a nod to its British roots and a clear investment in its global future. Before diving into what this means for Seungmin and for STAY, it’s worth pausing to ask: What kind of brand is Burberry, and how did it get here?
Chapter I: Burberry’s Brand History
Burberry began not with fashion, but with function. In 1856, Thomas Burberry opened his first outfitter’s shop in Basingstoke, England, guided by one simple purpose: to create clothing tough enough for the notoriously unpredictable British weather. It wasn’t glamorous, but it was revolutionary. That same practical drive led to his invention of gabardine in 1879. This breathable, waterproof, and tear-resistant fabric changed outerwear forever. By the time it was patented in 1888, Burberry had quietly entered a new category: technical innovation wrapped in understated style.
The fabric quickly found its way into the world’s harshest conditions. Explorers wrapped in gabardine set off to the Arctic and the South Pole. Dr. Fritjof Nansen, Roald Amundsen, and Ernest Shackleton (names etched in exploration history) relied on Burberry gear not for branding but for survival. By 1912, Thomas had created the Tielocken coat, a military-ready predecessor to the trench. When World War I erupted, Burberry’s designs became standard issue for British officers, with storm shields, epaulets, and D-rings built for purpose rather than fashion. These practical features still shape the trench coats we see today.
As war gave way to peacetime, Burberry’s image shifted from battlefield to high street. In 1924, the Burberry Check, first introduced as a lining, began its rise to global signature status. By the 1930s, the brand was offering same-day delivery in London. During the 1940s, even under wartime austerity, it was outfitting both soldiers and civilians. The check pattern became a design language in itself, eventually extending to luggage, umbrellas, scarves, and accessories. Over time, Burberry gained a reputation not just for durability, but for quiet luxury, that very British blend of tradition and restraint.
Royal Warrants followed, along with Olympic partnerships, international stores, and a growing global audience. In the 1960s, Burberry staged fashion shows across Paris, Tokyo, and Milan.
In 1999, it officially dropped the “s” from its original name, rebranding simply as Burberry. This marked the beginning of its shift into a sleek, modern house. Christopher Bailey’s arrival in 2001 helped elevate the brand further, blending classic British codes with forward-thinking fashion and early digital moves.
The momentum continued. In 2009, Burberry launched Art of the Trench, a global platform inviting people to share how they wore their coats. One year later, it became the first luxury fashion house to livestream a runway show. In the decade that followed, Burberry expanded e-commerce, launched augmented reality experiences, and embraced inclusive design with the Rainbow Check. The company was no longer just preserving the legacy. It was actively shaping how fashion engaged with the world.
In the 2020s, Burberry began refining its balance of heritage and relevance. During the pandemic, it converted its Yorkshire factory to produce PPE (Personal Protective Equipment) for the National Health Service. It invested in sustainability, digital storytelling, and a creative reset. Riccardo Tisci’s bold vision gave way to Daniel Lee’s more grounded approach. Yet the essence remains. Whether through a reimagined trench or a plaid-covered campaign set at a music festival, Burberry still speaks to identity, function, and evolution.
That is what makes its newest chapters feel so grounded. The brand has always been in motion across continents, fashion cycles, and cultural thresholds. Seungmin’s entry into this narrative isn’t just another name in the lineup. It is part of a story that has always known how to travel.
Chapter II: More Than Glamour
Burberry’s relationship with celebrities has always been less about spectacle and more about identity. Rather than chasing the flashiest faces, the brand tends to align itself with figures who reflect its evolving spirit, from icons of British cinema to global stars who bring a new kind of relevance to the house.
In the early 2000s, Burberry was defined by the rise of Kate Moss and Emma Watson. These iconic women, often photographed in tailored outerwear and effortlessly cool trench coats, helped usher in a new image of British luxury: sleek, minimal, and aspirational. Rosie Huntington-Whiteley, Cara Delevingne, and Eddie Redmayne followed. Their campaigns, often shot in natural light with understated styling, leaned into a kind of effortless polish that made Burberry look both accessible and elevated.
Under the creative direction of Riccardo Tisci and now Daniel Lee, the brand has taken a more dynamic approach. Musicians like Stormzy and Shygirl have headlined campaigns, while actors like Adam Driver and Barry Keoghan have brought dramatic weight to recent visuals. From a marketing standpoint, these choices seem to reflect a shift. The tone is younger, moodier, and more intimate, a deliberate contrast to the polished perfection of other luxury brands. It is not about opulence. It is about edge, presence, and a certain unspoken cool. Is it working? It’s hard to tell, but it isn’t common in today’s market to see such a display of courage and hunger for more, especially from powerhouses like Burberry.
In recent years, Burberry has also widened its lens beyond the UK. In 2021, Cha Eunwoo of ASTRO was named a global ambassador and featured in multiple campaigns, including one for the Lola Bag. Lucas of SuperM walked Burberry’s runway and starred in their Spring/Summer 2020 collection. Thai actor Vachirawit “Bright” Chivaaree became the house’s first Asia-Pacific global ambassador in 2022, leading Burberry’s Spring 2023 campaign and solidifying its presence in Southeast Asia.
This isn’t just about picking whoever’s hot on the charts. These ambassadors bring something real: layers, style, personality. Seungmin fits right in, but he’s also bringing his own flavor. Seungmin’s presence shows the brand’s goals are expansive and intentional. Getting bigger, more global, and more personal.
While researching about the brand, I’ve discovered that Burberry has never been about rushing or shouting the loudest. They take their time. That’s why this moment feels special, not a quick trend but something they’ve been quietly building toward. Seungmin’s not here just to tick a box; he’s part of something new and exciting that’s been coming for a while.
Chapter III: When K-pop Meets Timeless British Elegance
In the ever-tightening relationship between K-pop and luxury fashion, Seungmin’s appointment as Burberry’s newest brand ambassador does feel like a surprise. But at the same time, it also feels like a full-circle moment. For anyone paying attention, the signs were there, styled neatly under a trench coat and tucked into a pair of Burberry check slacks. But were those hints or wishful thinking?
The official announcement dropped on June 17, 2025. It came after his appearance in Burberry’s Festival campaign, where he was styled head-to-toe in classic plaid, standing confidently alongside British cultural icons like Liam Gallagher, Cara Delevingne, and Alexa Chung. Seungmin was the only South Korean representative in a campaign centered on British music festivals. At first glance, it didn’t seem like the most obvious fit for either party. But Seungmin’s global influence speaks to a very specific demographic. This wasn’t random, it was a strategic choice. South Korea may not have been the focus. The real target seemed to be the global youth audience, and that message was delivered loud and clear.
Daniel Lee, Burberry’s Chief Creative Officer, praised Seungmin for his passion, sense of style, and what he described as a boundary-breaking approach to music and fashion. The campaign leaned into candid moments and a visual atmosphere that felt like a 90s documentary of a summer concert tour. For Seungmin, a performer who has played Hyde Park, Lollapalooza, and more, the setting was familiar. The alignment between his presence and Burberry’s vision was subtle but sharp.
Burberry made a point to highlight Seungmin’s authenticity, self-expression, and innovation as traits that matched its creative identity. In return, Seungmin described the partnership as an honor. He pointed to the brand’s heritage and strength of identity as reasons he was drawn to it. He also mentioned how supported he felt on set and admitted he wanted to stay in London longer, which, in true Seungmin fashion, was quietly endearing.
The Fashion Waiting Game
If you have been watching from the fandom’s side, you probably know the lead-up to this ambassadorship was not so straightforward. Seungmin had been attending fashion week events. Last year, he appeared at Loewe‘s Fashion Show, then later at Chaumet’s brand event. He even showed up at a Burberry event in London before anything was official. For a while, it looked like he was just exploring his options. It’s true that there weren’t many brands in rotation, but it still felt like he was experimenting with different fashion houses to see what fit best.
For a while, we thought Loewe was going to be the one. There was a moment when that seemed more than likely. As a group, Stray Kids already has a working relationship with Tommy Hilfiger. But individually, Seungmin’s journey felt less anchored. It wasn’t like Lee Know, who from the very beginning seemed tied to Gucci. Even when his own announcement was delayed, Lee Know continued wearing the brand, staying consistent until it became official. Seungmin’s fashion path, by contrast, felt more ambiguous. He was visible, stylish, and present, but without a clear direction. That uncertainty made the final announcement all the more exciting.
Burberry’s strategy here is also worth noting. This is not the brand’s usual customer base. For years, Burberry has been known for refined, elegant, and very grown-up silhouettes. It has long been associated with a more traditional idea of high fashion. But this Festival campaign signals something different. It taps into British nostalgia, music culture, and a distinctly younger mood. Bringing Seungmin into the fold is a deliberate step toward that audience. His image is polished but relatable, and his presence bridges generational style without forcing the issue.
Shopping List
If you’re a STAY wondering how to support this new chapter, there are ways to do it without needing to splurge on runway pieces. Yes, Burberry is a luxury brand, but it offers a few accessible items if you want to participate in a way that feels tangible. For example:
- Beauty products like liquid lipsticks range from $43 to $45.
- Fragrances such as Burberry Goddess start at $111 for the 30 ml bottle. The 50 ml version is $150, and the 100 ml bottle is $181. (Author’s note: This fragrance is delicious!)
- Sunglasses begin around $170.
- A simple bracelet will cost around $280.
- For those who want to go further, smaller bags start at approximately $680.
- And yes, technically, you could buy a pair of Burberry socks for $90. I wouldn’t recommend that as your first investment, but they exist.
Check all these products and more at: Burberry
STAY connected
Even if you’re not shopping, sharing his campaign images, engaging with Burberry’s posts, and drawing attention to his involvement helps show the impact of his presence. Brands track interaction, not just purchases. Every repost, comment, or campaign view adds to the visibility of his role and reinforces the value of idols in global fashion spaces.
This isn’t just a one-off opportunity. It’s part of a longer conversation about representation, fashion, and the range of spaces K-pop artists are stepping into. Seungmin’s path may have been a little quiet, but this moment is loud in all the right ways.
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