A short teaser video was uploaded to the brand’s social media accounts, with Lee Know’s eyes peering above a newspaper that reads “WHO WILL BE THE FACE OF MATIN KIM FALL 2026?”. Fans recognised him immediately, prior to the brand unveiling the news officially with a series of photos.

Each photo showcases Matin Kim’s new Fall collection, styled on Lee Know. The main photoshoot concept surrounds a newsstand, where he faces magazines featuring his own face. According to the brand’s website, it aims to capture “casual everyday moments” and his “effortless attitude” to match the “relaxed and free-spirited mood” of the clothing.

Matin Kim is recognised as one of the trendiest clothing companies in Korea at the moment, and the new collection – from leather jackets and bags to beanies, plain zip-ups, and flannels – adds to their range of simple yet stylish products. They are also recognised for the consistent involvement of K-pop idols in their marketing; IVE’s Liz and Jeno’s NCT covered the spring and summer ranges earlier this year, and TWICE’s Momo is the current Fall ambassador for the women’s line.

Since 2024, Lee Know has been continuously appearing in the fashion world. He was appointed as a Gucci Global Brand Ambassador in June 2025, and has represented the brand at major events in London, Milan and Tokyo. He has also partnered with jewellery brands Chaumet and Boucheron for magazine campaigns with Marie Claire Korea and Nylon Japan respectively.

Partnering with Matin Kim is a shift from his usual partnerships, which remain in the luxury sphere. Matin Kim is a more affordable, mid-range brand – and therefore accessible to a wider range of fans. With several idols involved with the company, it forms a pattern; idols have begun to reach into fashion beyond high-status luxury brands and have become a recurring fixture in the wider industry.