Tod’s, an Italian luxury fashion brand, has announced Stray Kids’ HAN as their new brand ambassador. This makes HAN the final member of Stray Kids to become a brand ambassador, with all eight members now part of the fashion world alongside an increasing number of K-pop idols.

“With his creativity, positive energy, and global influence,” the announcement from Tod’s states, “HAN embodies the spirit of a new generation while reflecting the timeless values that have defined Tod’s for generations, celebrating a shared vision of contemporary elegance, craftsmanship, and the Italian lifestyle.”

Tod's specialises in footwear, leather goods, and accessories, built around an aesthetic of understated, logo-free elegance – quality and craftsmanship over branding – and centres itself on the "Made in Italy," family-run nature of the company.

As another post surrounding HAN’s announcement describes a combination of “modern elegance with his authentic individuality and contemporary vision,” it appears that HAN’s appointment aims to expand the brand further into modern mainstream fashion. A physical display of this aim, and HAN’s part in it, will be showcased at Tod’s menswear presentation during Milan Fashion Week on 21 June 2026 with the idol present.

K-pop idols are increasingly picked up by brands to become House, Brand or Global Ambassadors and represent them at fashion events across the globe. Stray Kids, with their record-breaking international success both in album sales and throughout world tours, have become prime candidates: the eight members now individually work with fashion brands Versace, GUESS, Fendi, Gucci, Louis Vuitton, ATiiSSU, TAMBURINS, AUTRY, Burberry, Bottega Veneta, Damiani, and Tod’s, alongside further non-fashion ambassadorships and collaborations.

Each new announcement reflects continued success by indicating that major brands see these partnerships as beneficial – and not only with K-pop giants Stray Kids, but with other groups and individuals such as the members of SEVENTEEN, BLACKPINK and aespa. This trend becomes especially of note for the industry overall when considering the target audiences of these luxury brands, which sees K-pop idols associated with high-end culture and networking with celebrities from different fields beyond music and fanbases.

That major luxury houses continue to actively seek out K-pop idols – not as novelties, but as credible representatives of high-end culture – says something about how far the genre's cultural positioning has shifted. HAN's appointment at Tod's is the latest data point in that argument, and Milan Fashion Week on 21 June will be the next.