Diesel has named Hoshi, the charismatic star of K-pop group Seventeen, as its newest brand ambassador for the Asia-Pacific market. This strategic partnership reinforces Diesel’s long-standing connection to the music scene and its commitment to self-expression and individuality.
Hoshi’s magnetic presence and unapologetic approach to fashion perfectly align with Diesel’s rebellious spirit. The K-pop icon’s ability to captivate audiences with his unique style and undeniable talent makes him an ideal representative for the brand in the APAC region.
“I’m happy to be part of the Diesel family as a brand ambassador, as it will allow me to show the world different aspects of myself with Diesel,” Hoshi shared, expressing his enthusiasm for the collaboration.
The partnership between Hoshi and Diesel has been flourishing since early 2024, with the star attending key global events such as the brand’s FW24 fashion show in February and the grand opening of Diesel Shibuya in May. These appearances have solidified the natural synergy between the artist and the fashion house.
Diesel’s focus on the APAC market is further emphasized by the upcoming launch of its third and largest store in Korea on July 20. Designed by creative director Glenn Martens, the new space will embody Diesel’s bold and experimental store concept, complete with a luxurious VIP lounge area and an extensive range of the latest Diesel collections.
Exclusive offerings at the Diesel Dosan boutique will include ready-to-wear clothing for men and women, featuring items inspired by the brand’s iconic silver color, as well as the coveted 1DR bag. Hoshi’s presence at the store’s opening party will undoubtedly add to the excitement surrounding this significant brand milestone.