South Korean rapper Sunwoo, a member of the popular boy band THE BOYZ, has been named the latest global ambassador for Los Angeles-based luxury brand AMIRI. The partnership, which began with a chance meeting between Sunwoo and designer Mike Amiri at AMIRI’s Fall/Winter 2024 show in Paris, is the result of a collaboration between the two brands.
For Sunwoo, who boasts a massive following of over 1.7 million on Instagram, the connection with AMIRI was immediate and profound. “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,” he said in a statement. As an artist, Sunwoo recognizes the power of fashion as a means of self-expression, a way to convey a message that complements his music. “AMIRI and I share a language,” he added, highlighting the synergy between his artistry and the brand’s ethos.
Mike Amiri, the visionary behind the eponymous brand, echoed Sunwoo’s sentiments, emphasizing the importance of community and chosen family within the AMIRI universe. “For me, AMIRI is about a chosen family – and I am so happy to welcome Sunwoo to become part of our community, our family,” he said. With deep roots in music, the designer finds endless inspiration in the universal language that transcends boundaries and speaks to the heart.
The partnership between Sunwoo and AMIRI represents a bridge between the vibrant fashion scenes of Los Angeles and Seoul, two cities that have become global trendsetters in their own right. With his unique style and undeniable charisma, Sunwoo embodies the spirit of AMIRI, a brand that has always been rooted in the rich tapestry of L.A.’s artist, skater and music culture. “To be able to creativity connect L.A. with Seoul – to reach across the world – feels like the future,” Mike Amiri mused, hinting at the exciting possibilities that lie ahead for this collaboration.
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