BOSS has announced Choi Seung-cheol, known professionally as S.Coups, as its newest global ambassador. The leader of the popular K-pop group Seventeen will represent the German fashion label at high-profile events and upcoming campaigns.
“Known for his outstanding leadership and sophisticated style, S.Coups brings a bold presence both on and off the stage – setting the tone for a powerful synergy with BOSS,” the brand said in its announcement.
The partnership follows S.Coups’ growing influence in fashion circles. Just a few months ago, in July 2024, Spanish fashion house Loewe welcomed him as its brand ambassador.
The K-pop star joins an impressive list of BOSS global ambassadors including David Beckham, South Korean actor Lee Jong-suk, supermodels Naomi Campbell and Gisele Bündchen, musician Burna Boy and tennis star Matteo Berrettini.
