One month after severing ties with Kim Soo Hyun, Prada appoints this 19-year-old K-pop idol as its new face
Prada was the first major brand to act quickly, severing ties with the actor just three days after the scandal erupted. One month after parting ways with Kim Soo Hyun, the luxury brand has now tapped a 19-year-old Korean-American idol as its new face.
Prada cuts ties with Kim Soo Hyun
Prada officially ended its partnership with Kim Soo Hyun on March 14, 2025, citing the severity of the controversy surrounding his alleged relationship with the late actress Kim Sae Ron. The decision was made at Prada's headquarters level and was confirmed by a representative from Prada Korea, stating that the contract had been terminated by mutual agreement .
Kim Soo Hyun had been appointed as Prada's brand ambassador in December 2024, but the collaboration lasted less than three months before its termination.
Who is Prada's new brand ambassador?
Prada has announced a new brand ambassador on April 17, 2025—Lee Gawon, a Korean-American idol from MEOVV.
MEOVV's Gawon has been announced as Prada's new brand ambassador. pic.twitter.com/P8Hzs86XnK
The 19-year-old is making a name for herself in K-pop and fashion. After gaining recognition at Milan Fashion Week 2025, where she walked the runway for Prada's Fall/Winter show, Gawon has joined MEOVV under The BLACK LABEL. Her striking features, poise, and confidence have earned her widespread praise globally.
What is the Prada curse?
The Prada Curse is an online theory suggesting that Asian celebrities who have been associated with the Prada brand have faced controversy or career setbacks. Some notable celebrities mentioned in connection with this theory include Zheng Shuang, Irene of Red Velvet, Kai Ko, Kris Wu, Li Yifeng, Chanyeol of EXO, and Cai Xukun.
The theory has been resurfacing since Kim Soo Hyun's controversy broke out, and many fans are now worrying about Gawaon's association with the brand. Meanwhile, some have also debunked the theory, asserting the young and budding star's association will give the brand a fresh edge in the Asian market.
For all the latest K-drama, K-pop, and Hallyuwood updates, keep following our coverage here.
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