Louis Vuitton taps K-pop boy group Riize as new ambassadors

Bryan Ke

13 December 2023 at 2:48 pm·2-min read

SM Entertainment rookie boy group Riize have been named ambassadors for fashion label Louis Vuitton this week.

Breaking the news: Louis Vuitton announced Riize members Shotaro, Eunseok, Sungchan, Wonbin, Sohee and Anton as its latest house ambassadors in an Instagram post Monday. They will represent the French luxury brand at fashion events and endorse its latest releases.

“RIIZE is already receiving attention from the fashion industry with their comfortable and free style,” a Louis Vuitton rep said in a statement. “We will continue our journey as we welcome RIIZE, who we will develop a creative vision with together, as a new ambassador.”

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SM reacts: SM Entertainment welcomed the news. “RIIZE was recognized for their unique style and unparalleled visuals that lead the trend and was chosen as a house ambassador for the France luxury brand Louis Vuitton," the label said in a statement.

About Riize: Riize debuted on Sept. 4 with their hit single “Get a Guitar.” The K-pop group were named favorite new artist at the recent MAMA Awards and Rookie of the Year at Melon Music Awards.

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Reactions: Riize's fans, affectionately known as Briize — after a change brought by controversy linking their former name to Japan's colonial era — congratulated the group for their latest involvement. However, many pointed out the absence in the promotion of member Seunghan, who is currently on an indefinite hiatus.

"Congrats RII7E, We know that Seunghan is in the suitcase," one fan wrote.

"Here is empty place for Seunghan, but anyway congrats RIIZE," another commented. "REAL MONSTER ROOKIES."

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