SEVENTEEN’s S. Coups officially becomes the newest ambassador of Boss

Debuting in 2015 under PLEDIS Entertainment, SEVENTEEN rapidly rose to a global K-pop powerhouse with albums that sold millions of copies and international tours that were sold out. Renowned for his measured stage presence and cooperative approach to leadership, S. Coups (Choi Seung-cheol) has been instrumental in shaping the group's artistic direction as leader.

Over the last ten years, his fans have praised his exacting tailoring in both his casual and formal wear, which has contributed to his becoming a fashion icon. The announcement was made by the brand on 22 April 2025.

SEVENTEEN’s S. Coups officially becomes the newest ambassador of Boss: more details

According to the BOSS announcement as from April 22, S. Coups would represent the brand at certain public events and private gatherings throughout the world. Coming soon, he will also be included in digital and print advertisements, so enhancing the perception of the business with "clarity and self-assurance". BOSS's marketing materials depict the company as one of "precision and self-determination," traits in line with S. Coups's artistic vision.

In a referenced remark, S. Coups said,

“I’m incredibly honored to join BOSS as a global brand ambassador. To me, BOSS represents the ultimate in style, elegance, and self‑determination. These values resonate deeply with me and have driven my growth as an artist.”

He further added,

"I look forward to sharing my passion for fashion and connecting more deeply with fans around the world through BOSS campaigns and events”

This partnership shows a still trend of K-pop celebrities working with foreign luxury brands. One example is BLACKPINK's brand ambassador duties for Chanel and Dior, which highlight K-pop's growing influence on luxury fashion.

BOSS can strengthen its ties to youth culture and digital involvement by working with S. Coups and leveraging SEVENTEEN's large social media following. It emphasizes even more the brand's strategy of collaborating with artists who represent tenacity and independence.

SEVENTEEN will perform several performances at the Kyocera Dome in Osaka in May as part of a unique comeback and fan events celebrating the band's tenth anniversary. Cross-promotion opportunities might help the company and the brand since S. Coups's BOSS ambassadorship raises media attention surrounding these events.

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Designating S. Coups as their global brand ambassador enables BOSS to benefit from the developing link between K-pop and luxury fashion.

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