Ferragamo selects Jeno Lee as first global men's brand ambassador

FIRST AMBASSADOR: Ferragamo has found its own K-pop artist. The Florentine fashion house has chosen Jeno Lee, better known as Jeno, as its first global ambassador for its men's brand.

Member of South Korean boy band NCT, Jeno attended the brand's Fall 2023 show in Milan in February, sharing behind the scenes of his trip to Italy with his nearly 6 million followers on Instagram.

"Jeno Lee has a charismatic personality and an amazing ability to connect with young international audiences through his music, style and personality,” said Maximilian Davis, who took over as creative lead at Ferragamo last year.

"We are driven by the same passion for creativity," Davis pointed out, while Jeno said he was "excited about the opportunity to create synergies with the brand", which he praised for its "incredible heritage, style and craftsmanship".

The Korean artist is not new to the fashion world. In September last year, he was the first K-pop star to open a New York Fashion Week show, walking down the catwalk at Peter Do in a black backless suit, which was part of the designer's flagship menswear collection.

In recent years, competition in the luxury arena has intensified to secure the South Korean idols, with many of the local stars being elected as ambassadors for one or more brands.

The most famous, Lisa, Jennie, Rosé and Jisoo from Blackpink, the most popular girl group , have established partnerships with big names in luxury such as Céline, Chanel, Saint Laurent and Dior. NewJeans members Hyein, Hanni, Danielle and Haerin have also been tapped as ambassadors at Louis Vuitton, Gucci,...