EXCLUSIVE: Sunwoo Named Brand Ambassador of Amiri

South Korean music artist Sunwoo has been named brand ambassador of Amiri.

The rapper, part of IST Entertainment’s boy band The Boyz, met designer Mike Amiri at the Los Angeles luxury brand’s Paris fashion show in January before the two later reconnected in Seoul.

More from WWD

“Amiri’s autumn-winter 2024 show was the first runway I ever attended — and I could feel an affinity between my own identity and a brand whose foundation is on a celebration of the fusion of music and fashion,” Sunwoo said in a statement. “As a performer, clothes are a way to express myself — to convey a message to match my music. Amiri and I share a language.”

With a following of more than 1.7 million on Instagram alone, Sunwoo has been rising on the scene since The Boyz made their international debut in 2017. He’s known for his personal style, standing at the intersection of fashion and music. To Amiri, Sunwoo represents the brand spirit, he said — which is rooted in L.A. artist, skater and music culture.

“For me, Amiri is about a chosen family — and I am so happy to welcome Sunwoo to become part of our community, our family,” offered Amiri in a statement. “When we connected in Seoul, we felt like brothers. My roots are in music, and that is something that always inspires me: a language that transcends boundaries and speaks universally. To be able to creativity connect L.A. with Seoul — to reach across the world — feels like the future.”

Amiri opened the brand’s first flagship on Rodeo Drive in 2020, which was renovated last year at 4,300 square feet, with stand-alone stores in key U.S. and international markets including in Asia in Tokyo, Shanghai and Nanjing.

For past campaigns, Amiri tapped duo Black Star, consisting of Yasiin Bey (previously known as Mos Def) and Talib Kweli, figures in hip-hop since the ’90s.


Best of WWD