In a landmark move amplifying their engagement with the K-pop world, iconic luxury fashion house Prada has tapped the seven members of the South Korean music phenomenon, Enhypen, as their latest brand ambassadors.
The members of Enhypen – Jungwon, Heeseung, Jay, Jake, Sunghoon, Sunoo and Ni-Ki – made their initial foray into the world of Prada at the men’s Fall/Winter 2023 fashion show in Milan last January. The energy was palpable as the septet emerged in full Prada regalia from the Spring/Summer 2023 collection, provoking a surge of fan excitement outside the prestigious Fondazione Prada.
What’s particularly noteworthy about this collaboration is its quantifiable impact on the Italian brand’s global reach. As per figures provided by data firm Launchmetrics, the involvement of Enhypen contributed to a whopping $40.4 million in media impact value for Prada.
The band expressed their excitement about the new partnership, stating, “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”.
Formed in 2020 via the reality TV show “I-Land“, Enhypen has made a remarkable journey to international stardom. Their debut EP “Border: Day One“, propelled by the hit single “Given-Taken“, set new records for a K-pop group launched in 2020. Following up on this success, their first studio album “Dimension: Dilemma” saw preorders exceed 600,000 copies in just six days. The boy band has already embarked on their first world tour “Manifesto“, and their second world tour is slated to begin in Seoul at the end of July.
The K-pop sensations will stand alongside an illustrious assembly of Prada ambassadors, sharing the limelight with celebrities like Scarlett Johansson, Hunter Schafer, Letitia Wright, Amanda Gorman, Cai Xukun, Jaehyun and Louis Partridge, to name a few.