Diesel is expanding its network of brand ambassadors.
The Italian denim label named Hoshi, a member of the K-pop band Seventeen, brand ambassador for the APAC market. The 28-year-old is the band’s lead vocalist and main dancer.
“As a global K-pop icon, Hoshi’s charisma, self-confidence and freedom of expression reinforces the Diesel ethos. Diesel’s energy and message are strengthened through this partnership,” the brand stated.
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Hoshi and Diesel have been building a relationship since the beginning of 2024. He attended Diesel’s Fall/Winter 2024 runway show in February and the Diesel Shibuya opening in May.
“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,” Hoshi stated in a press release.
The APAC market is an important area of growth for the brand. On July 20, Diesel will open its third store and the biggest in Korea. Hoshi will attend the opening party as part of his involvement as ambassador.
The store embodies the creative director Glenn Martens’ bold and experimental store concept and will include a VIP lounge area, a wide range of Diesel’s latest collections and exclusive products.
Brand ambassadorship is new to Diesel. In June, Diesel announced that Damiano David, the lead vocalist for the Italian rock band Måneskin, will be Diesel’s first-ever global male ambassador. As part of his ambassadorship, a genderless capsule collection co-designed by David and Martens will launch later this year.
Diesel joins a roster of denim brands partnering with K-pop stars. Calvin Klein has an ongoing partnership with Blackpink member, Jennie. The PVH-owned label also teamed with Jung Kook, singer, songwriter and member of K-pop group BTS. Earlier this year, the brand designed custom denim looks for NewJeans.
Levi’s has also partnered with NewJeans for the 150th anniversary of the 501 last year. The girl group starred in the brand’s Spring/Summer 2023 campaign and performed during Levi’s 501 Day celebration in Seoul.
