Hoshi of Seventeen Becomes Diesel’s Brand Ambassador
Diesel, the iconic Italian denim label, has officially named Hoshi, a prominent member of the K-pop band Seventeen, as its brand ambassador for the Asia-Pacific (APAC) market. The 28-year-old artist, renowned as Seventeen’s lead vocalist and main dancer, brings his dynamic charisma and creative expression to the Diesel family.
“As a global K-pop icon, Hoshi’s charisma, self-confidence, and freedom of expression reinforce the Diesel ethos. Diesel’s energy and message are strengthened through this partnership,” the brand stated.
The relationship between Hoshi and Diesel has been steadily building throughout 2024. Hoshi’s involvement with the brand began with his attendance at Diesel’s Fall/Winter 2024 runway show in February. He further solidified his connection by participating in the Diesel Shibuya opening in May. Reflecting on this journey, Hoshi expressed his enthusiasm, stating, “I am happy to be part of Diesel’s family as a brand ambassador, as this will enable me to show various aspects of myself with Diesel to the world.”
The APAC market represents a significant area of growth for Diesel. Diesel will open its third and largest store in Korea on July 20 to mark this expansion. The new store will embody creative director Glenn Martens’ bold and experimental vision, featuring a VIP lounge area, an extensive range of Diesel’s latest collections, and exclusive products. Hoshi will attend the opening party, underscoring his pivotal role as Diesel’s ambassador.
Diesel’s decision to collaborate with Hoshi marks a continuation of its strategy to align with influential cultural icons. In June, the brand named Damiano David, the lead vocalist for the Italian rock band Måneskin, as its first-ever global male ambassador. This partnership will see the launch of a genderless capsule collection co-designed by David and Martens later this year.
Diesel’s collaboration with Hoshi follows a broader industry trend of denim brands partnering with K-pop stars to enhance their global appeal. Calvin Klein, for instance, has ongoing partnerships with Blackpink’s Jennie and BTS’s Jung Kook, and recently designed custom denim looks for NewJeans. Levi’s has also tapped into the K-pop phenomenon, partnering with NewJeans for its 150th anniversary celebration of the 501 jeans, where the girl group starred in the brand’s Spring/Summer 2023 campaign and performed during Levi’s 501 Day celebration in Seoul.
With Hoshi as the face of Diesel in the APAC market, the brand is poised to further cement its influence and reach within the region. This partnership not only highlights Hoshi’s multifaceted talent and global appeal but also reinforces Diesel’s commitment to innovative and expressive fashion. As Hoshi steps into his new role, fans and fashion enthusiasts alike can look forward to an exciting fusion of music and fashion that embodies the vibrant spirit of both Hoshi and Diesel.