Prada has ended its partnership with South Korean actor Kim Soo-hyun, who recently found himself at the center of a growing controversy following the suicide last month of Kim Sae-ron, an actress with whom he was romantically involved, at the age of 24. In a brief statement, Prada confirmed, “It has been mutually decided to end the collaboration between Prada and Kim Soo Hyun.”
Kim Soo-hyun, a superstar in South Korea, was named a Prada brand ambassador earlier this year. The 37-year-old actor, celebrated for his roles in popular K-dramas such as “Dream High,” “Moon Embracing the Sun,” “My Love from Another Star” and “Queen of Tears,” attended Prada’s Fall/Winter 2025 menswear show in Milan just a few months ago. However, his reputation has taken a significant hit following allegations surrounding his relationship with Kim Sae-ron.
The controversy began when Hoverlab, a South Korean news commentary platform, claimed that Kim Soo-hyun and Kim Sae-ron had been in a six-year relationship since she was just 15 years old. The platform posted photos of the actor allegedly kissing the actress on the cheek, sparking widespread outrage.
Kim Sae-ron, who began her career as a child actress and gained recognition for her roles in films such as “The Man From Nowhere” and “A Girl at My Door,” has faced personal and professional struggles in recent years. After a drunk driving incident in 2022, her career stalled and she retreated from the public eye. Kim Sae-ron had to pay a fine of 700 million won (approximately $481,000 USD) to compensate those affected by the accident, which she allegedly borrowed from her agency Gold Medalist, which happened to be co-founded by Kim Soo Hyun and his cousin. However, she was reportedly unable to repay the amount and was under increasing pressure from Gold Medalist.
Hoverlab reported that Kim Sae-ron contacted Kim Soo-hyun in March 2024 to ask for help with financial difficulties related to her legal problems. According to a screenshot of the message provided by Kim Sae-ron’s family, Kim Soo-hyun allegedly did not respond to her request. Last month, the 24-year-old actress was found dead in her home, with police ruling her death a suicide.
Kim Soo-hyun’s agency, Gold Medalist, initially denied the allegations, but later admitted that the two had been in a consensual relationship from the summer of 2019, when Kim Sae-ron was legally an adult, until the fall of 2020. The agency also said that Kim Soo-hyun had suffered “severe psychological distress” as a result of the allegations and public backlash.
The fallout has been swift. In addition to Prada, supermarket giant Homeplus, bakery chain Tous Les Jours and sportswear brand K2 Korea have all pulled ads featuring the actor in recent days.
