Stray Kids’ Lee Know Showcases Gucci’s “Generation Gucci” Collection in New Japan Campaign
Gucci Japan has released new campaign visuals and a short film featuring Stray Kids member Lee Know, offering fans a closer look at the idol's relationship with the luxury fashion house.
The newly unveiled content showcases Lee Know spending time inside a Gucci store while highlighting pieces from the brand’s latest Pre-Fall collection, “Generation Gucci.”
Lee Know Stars in Gucci Japan’s Latest Campaign
On June 1, Gucci Japan revealed new visuals and video content featuring Lee Know, who currently serves as a global brand ambassador for the Italian luxury fashion house.
The campaign captures the Stray Kids member exploring a Gucci store surrounded by items from the brand’s latest collections. Throughout the visuals, Lee Know presents a relaxed and natural atmosphere while interacting with the store environment.
The release immediately attracted attention from both fashion enthusiasts and fans worldwide, with the images spreading quickly across social media platforms.
Showcasing the “Generation Gucci” Collection
According to Gucci Japan, the campaign centers around the Pre-Fall collection “Generation Gucci.”
The collection explores the brand’s archives and visual heritage while bringing together design elements from different eras into a unified contemporary narrative.
In the newly released visuals, Lee Know models two different looks from the collection, emphasizing the refined and sophisticated mood that Gucci aimed to create through the campaign.
The styling combines classic Gucci aesthetics with modern luxury influences, reflecting the collection’s concept of connecting past and present generations of design.
Fans Praise Lee Know’s Elegant Visuals
Following the release, fans quickly shared their reactions across social media.
Many praised Lee Know’s ability to embody Gucci’s luxurious image while maintaining his own natural charm. Others highlighted the cinematic atmosphere of the campaign and the strong synergy between the Stray Kids member and the fashion house.
The visuals also generated significant engagement within fashion communities, where fans discussed the collection’s styling and Lee Know’s growing presence in the luxury fashion industry.
Lee Know’s Continuing Partnership With Gucci
Since becoming a global brand ambassador, Lee Know has participated in various Gucci campaigns, fashion events, and international showcases.
Earlier this year, he attended Gucci’s major runway presentations and appeared in several editorial projects connected to the brand. His latest campaign with Gucci Japan further strengthens the partnership and highlights his growing influence within the global fashion market.
As one of K-pop’s most recognizable fashion ambassadors, Lee Know continues to bridge the worlds of music and luxury fashion through high-profile collaborations.
Final Thoughts
Gucci Japan’s newest visuals offer another glimpse into the successful partnership between Lee Know and the iconic Italian fashion house.
By showcasing the “Generation Gucci” collection through the Stray Kids star, the campaign blends contemporary K-pop influence with Gucci’s evolving design identity. The release once again demonstrates why Lee Know remains one of the most prominent fashion ambassadors in the industry today.