On Tuesday, the French label Givenchy named K-pop singer Taeyang, a member of the group Big Bang and a solo artist, as its newest brand ambassador.
The move further signals South Korea's growing importance to the world's biggest luxury fashion houses.
Taeyang is the first South Korean artist named in the role.
The rapper and singer debuted with the boy band Big Bang in 2006, one of the first K-pop bands to achieve international mega-stardom.
He has since gone on to release several successful solo albums.
Taeyang most recently released the R&B-infused single “Vibe”, a collaboration with BTS vocalist and main dancer Jimin.
The rapper’s appointment marks the third major announcement from a fashion house this week, following Dior’s global ambassador partnership with Jimin, and Valentino signing BTS’ Suga for a global campaign.
Taeyang will attend the Paris Men’s Fashion Week show on Wednesday.
Givenchy under Williamson has a history of partnering with K-pop stars. Girl group Aespa was named global brand ambassadors in February 2021 and attended his show in October.