Prada Appoints Enhypen Brand Ambassadors

The seven members of South Korean music sensation Enhypen have been named Italian luxury fashion house Prada’s latest ambassadors.

Jungwon, Heeseung, Jay, Jake, Sunghoon, Sunoo, and Ni-Ki attended their first Prada runway show together last January in Milan.

Outside Fondazione Prada, the venue for the men’s fall 2023 fashion show, crowds erupted as the seven members stepped out to greet fans, wearing head-to-toe from Prada the men’s spring 2023 collection, which was heavy on denim sets and boxy blazers.

The band, which boasts more than 12.5 million fans on Instagram alone, helped the Italian label secure $40.4 million in media impact value, according to tallies of January fashion weeks by data firm Launchmetrics.

Driven by their attendance, 61% of Prada’s MIV last January was generated by celebrities and roughly half of it originated from the Asia Pacific region, with other Korean stars including Jaehyun, The Boyz, and Twice also drawing attention.

“We’re delighted and honored to be a part of this partnership as new brand ambassadors of Prada. The synergy Prada and Enhypen will create is something we’re very excited to witness and greatly looking forward to,” the boy band said in a statement.

In recent years, the influence of K-pop has become more visible in the global luxury market.

On the men’s front, earlier this year Dior signed BTS member Jimin as a global ambassador; Valentino named BTS member Suga as a brand ambassador, and Givenchy unveiled Taeyang, a member of Big Bang and a solo artist, as its newest brand ambassador.