The iconic outerwear brand K-Way®  has announced Shownu, leader of the popular K-pop group Monsta X, as its new global ambassador. Shownu will represent the brand during the Fall/Winter 2024 and Spring/Summer 2025 seasons, bringing his unique blend of energy, sophistication, and professionalism to the forefront of K-Way®’s campaigns.

Shownu, celebrated for his dynamic presence on stage and refined style, is a natural fit for K-Way®. Known for his strong influence with Gen Z, the Korean singer embodies a spirit that resonates deeply with K-Way®’s values.

As part of the announcement, K-Way® unveiled images of Shownu wearing pieces from their iconic “Le Vrai” collection. This collection, known for its timeless appeal, perfectly complements Shownu’s sophisticated yet energetic persona, further highlighting the brand’s universal and enduring style.

This partnership marks a strategic move for K-Way® as it continues to expand its presence in the Korean market. Following the recent launch of a capsule collection with Korean artist Inchul Cha and the upcoming opening of ‘K-Way® House Hannam’ in Seoul, this collaboration with Shownu further solidifies the brand’s commitment to Korea. By aligning with one of the country’s most influential cultural figures, K-Way® is poised to strengthen its footprint and deepen its connection with the Korean market.

In welcoming Shownu as its new ambassador, K-Way® gains a powerful representative for its brand and solidifies its relevance within the ever-evolving fashion landscape.