Following the recent announcement of Måneskin’s Damiano David as Diesel’s first ever global male ambassador, Diesel‘s brand ambassador line-up just got brighter with the addition of Hoshi, the charismatic star of K-pop sensation Seventeen. This strategic partnership strengthens Diesel’s connection to the music scene and underscores the importance of the Asia-Pacific (APAC) region to the Italian fashion brand.
Hoshi’s confidence, freedom of expression and undeniable charisma are perfectly aligned with Diesel’s bold ethos. As a global K-pop icon, Hoshi brings a fresh energy to the brand, strengthening Diesel’s message and appeal to a wider audience. The star expressed her excitement about the collaboration, saying, “I am happy to be part of Diesel’s family as a brand ambassador, as this will enable me to show various aspects of myself with Diesel to the world.”
The relationship between Hoshi and Diesel has been steadily growing since early 2024, with the K-pop star appearing at several of the brand’s global events. These appearances included Diesel’s Fall/Winter 2024 runway show in February and the grand opening of the Diesel Shibuya store in May.
Diesel’s commitment to the APAC market is further underscored by the upcoming opening of its third and largest store in Korea on July 20th. Designed by creative director Glenn Martens, the space will embody Diesel’s bold and experimental new store concept, complete with a brand new VIP lounge area. Hoshi will attend the opening party as a brand ambassador to celebrate this significant milestone for Diesel.
The new Diesel Dosan store will offer a wide range of the brand’s latest collections and exclusive offers. Customers can expect to find men’s and women’s ready-to-wear inspired by Diesel‘s iconic silver color, as well as the brand’s signature 1DR bag, which will be available exclusively at this location.
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