Stray Kids' Lee Know is Matin Kim's 2026 autumn-winter season ambassador

What happened

Lee Know of Stray Kids is the 2026 autumn-winter season ambassador of the fashion label Matin Kim. Money Today and Sportal Korea reported on 9 September 2026 that Matin Kim, which is run by Hago House, had appointed him that day. Matin Kim described him as an artist who has shown a wide expressive range, from an intense presence on stage to a natural everyday look, and said the partnership would take the label beyond women-focused styling and widen a range that can be worn regardless of gender. The campaign is carried on the brand’s own online store under the name ‘MATIN KIM X LEE KNOW 2026 FALL COLLECTION’.

When and where

The announcement came on 9 September. The 2026 autumn-winter campaign released with Lee Know is built on the concept of a celebrity outside and inside a magazine, holding together the ease of an ordinary day outside it and the photoshoot image within. Lee Know wears a widened selection of bottoms, cargo pants and track pants among them, along with autumn pieces such as logo knits, zip-ups and beanies. The puffer collection, the label’s main winter line, is graded by thickness from lightweight puffers to heavy outerwear for a cold snap, in designs from basic quilting to a diamond pattern and in a range of colours and materials. A Hago House representative said: “For this season, we have strengthened unisex items and introduced a broad size range so we can embrace a more diverse customer base.”

Why it matters

This is not the first time Lee Know has fronted a brand. Sports Kyunghyang reported on 30 June 2025 that the Italian house Gucci had named him a new global brand ambassador, and WWD reported it the same day. What is different here is that this is a Korean fashion label’s season ambassadorship, and that the stated purpose is to widen a women-focused range into one that can be worn regardless of gender. Hago House, which runs Matin Kim, invests in and operates brands and also runs an online fashion platform and a licensing business; as of July 2026 it operates 40 brands.

What you need to know

• Matin Kim, which is run by Hago House, said on 9 September 2026 that it had named Lee Know of Stray Kids its ambassador for the 2026 autumn-winter season.
• The label said it would move beyond women-focused styling and widen a range that can be worn regardless of gender.
• The campaign shows autumn pieces such as cargo pants, track pants, logo knits, zip-ups and beanies alongside a puffer collection graded by thickness.
• Lee Know was also named a global brand ambassador of Gucci in June 2025.