IU is officially named a global brand ambassador for Gucci.
On May 30th, Gucci posted on its official social media accounts a picture of IU on the red carpet of the Cannes Film Festival with the caption, “Global Brand Ambassador IU was captured at the 75th Annual Cannes Film Festival wearing a Gucci gown with lace rebrodé petal details on the cuffs, as well as sequin flowers and crystal embellishments on the skirt.”
This is the first time Gucci officially referred to IU as a global ambassador. IU has maintained a relationship with the Italian luxury fashion house since she was selected as Gucci’s Korea ambassador in 2020. She has reportedly been promoted to a global ambassador to represent the entire brand all over the world, not limited to Korea.
However, Gucci could not say exactly when IU was promoted to global ambassador. An official from Gucci said, “It is difficult to reveal exactly when IU signed a contract as a global ambassador due to competition with other brands.” It is estimated that IU became a global ambassador for Gucci before the first half of this year.
IU being chosen as a global ambassador for Gucci was only publicly known among fans, as the brand never made an official announcement on a large scale. Prior to this, a Gucci official said on SNS, “We expect IU, which stands out in various fields such as music, movies, dramas, and advertisements, to brighten up the brand with more activities.”
With IU joining the lineup of global ambassadors, Gucci became a brand that has so far selected four Korean celebrities as global ambassadors. In 2019, EXO’s Kai was introduced as Gucci’s global ambassador, and in November of last year, actors Lee Jung Jae and Shin Min Ah were added to the list.
More Korean actors are expected to sign with global brands because not just limited to K-pop but the entire Korean culture, including K-movies and dramas, is popular as mainstream culture.
Gucci is set to continue various global activities with its global ambassador IU. Wearing Gucci to attend the Cannes Film Festival this time also marked the beginning of IU’s official global promotional activities for Gucci.
A fashion industry official, who requested anonymity in this regard, commented, “Just a few years ago, it was not common for a Korean-born celebrity to become a global ambassador for a luxury brand, but now they are being selected regardless of whether they are actors or singers. IU is a singer and actress. She is successful in various fields and has a strong existing fandom, so she fits the current trend.”