The dynamic South Korean boy band Riize has recently been named as the new house ambassadors for the iconic Louis Vuitton.
Riize, consisting of members Shotaro, Eunseok, Sungchan, Wonbin, Sohee and Anton, have made an impressive debut on the fashion scene. Dressed in Louis Vuitton’s Cruise 2024 collection, they wore monogrammed denim, chic bomber jackets and reversible fleece vests, showing off their unique and confident style.
In a statement, Louis Vuitton praised Riize for their comfortable and liberating fashion choices that have captivated fashion lovers around the world. “The group has garnered significant attention for its trendsetting and confident fashion style. Their comfortable and liberating fashion choices have already piqued interest in the fashion world, and they are eagerly anticipating future collaborations and adventures with Louis Vuitton,” the company said. The growing influence of South Korean talent in the global fashion landscape is reflected in the brand’s eagerness to collaborate with the group.
Louis Vuitton’s decision to partner with Riize, just three months after their debut, underscores the brand’s strategic move to connect with a broader, more diverse audience. This partnership follows in the footsteps of other South Korean icons such as BTS, who became the first group to be collectively signed by Louis Vuitton in April 2021. Last month, girl group Le Sserafim joined the house, joining the previous additions of Stray Kids’ Felix in August, BTS’ J-Hope in February, GOT7‘s Jackson Wang in January and NewJeans’ Hyein in December 2022, just six months after their initial debut.
The significance of this alliance goes beyond fashion. It also represents a cultural shift in which global luxury brands are increasingly recognizing and embracing the influence of Asian pop culture.
Louis Vuitton further cemented its relationship with South Korea’s thriving luxury sector by hosting an impressive Pre-Fall 2023 women’s fashion show in April. The event transformed Seoul’s iconic Jamsugyo Bridge into a spectacular runway.
Despite being relatively new with only three songs to their name, Riize have already made a splash in the music and fashion industries. Their unique sound, which combines guitar and saxophone, has resonated with fans around the world. Their debut single “Get a Guitar” was a commercial success, selling over a million copies in its first week.
Riize was originally formed in September as a group of seven. Recently, member Seunghan took an indefinite hiatus from the group after several private social media posts went viral. Before joining Riize, both Shotaro and Sungchan were members of NCT.
The group’s social media presence is another testament to their growing popularity, with millions of followers on platforms such as Instagram and TikTok.
Read more: Louis Vuitton Men’s Pre-Fall 2024
©Photo: Louis Vuitton