Louis Vuitton Names K-Pop Group RIIZE Its Newest House Ambassadors

The K-pop fashion takeover continues: Louis Vuitton on Monday announced Korean boy band RIIZE as its latest House ambassadors.

The K-pop group, operating under SM Entertainment, made their debut on September 4, 2023, and they’ve since earned particular acclaim for not only their original style, but also for shaping their own music genre, dubbed “Emotional Pop.” The band’s name is a combination of the words “rise” and “realize,” signifying the notion of “a team that grows together and realizes dreams.”

In their House ambassador roles, RIIZE’s members, which include Shotaro, Eunseok, Sungchan, Wonbin, Seunghan, Sohee and Anton, will embark on an “exciting collaborative journey” with Louis Vuitton, per the fashion house. “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,” reads an official release.

Though the brand did not provide additional details on what those “collaborations” might entail, the group will certainly represent the French luxury label at key events and sport their designs during public appearances.

The group joins an ever-expanding roster of K-pop stars representing fashion houses. Over the course of the last year, Cartier named BTS’ Kim Taehyung (otherwise known as V) its newest global ambassador; Loewe drafted NCT’s Taeyong; Prada enlisted all seven members of ENHYPEN; Valentino signed on BTS’ Suga, Versace partnered with Stray Kids’ Hyunjin; Givenchy snagged Taeyang; Dior employed BTS’ Jimin and later claimed the entire Tomorrow X Tomorrow group — and that’s just a handful of the partnerships that were announced.