Berluti’s 130th anniversary gets a stylish boost with Lee Junho as the brand’s newest ambassador. The K-pop star-turned-actor’s sophisticated style perfectly aligns with Berluti’s legacy of craftsmanship, blending tradition and modernity in luxury menswear.
In the ever-evolving world of luxury menswear, brand ambassadors have become more than just faces for campaigns; they are integral to the narrative of a brand’s legacy and future. As we approach 2025, the relationship between luxury brands and their ambassadors is more important than ever, influencing both the direction of fashion and the way consumers engage with iconic labels. One such collaboration that perfectly exemplifies this shift is Berluti’s appointment of Korean actor and 2PM member Lee Junho as the brand’s official ambassador. This collaboration isn’t just a passing trend; it’s a celebration of how heritage, style, and global appeal can converge to propel a brand forward into the modern era.
The Legacy of Berluti: A 130-Year Journey
Founded in 1895, the Parisian Maison Berluti is synonymous with craftsmanship, sophistication, and timeless elegance. Known for its exceptional mastery of leather, particularly in bespoke shoes and patinas, Berluti has evolved over the decades, establishing itself as one of the leading names in luxury fashion. As Berluti celebrates its 130th anniversary in 2025, the brand draws inspiration from the concept of phylogeny—the biological principle of growth from a shared root. For Berluti, this represents the growth of its offerings beyond leather shoes to include luxury menswear, fine leather goods, and tailored suits.
Lee Junho: The Modern Muse of Classic Elegance
Lee Junho, with his multifaceted talents and global appeal, has become the embodiment of Berluti’s values. Known for his elegant and versatile style, Junho’s journey from a celebrated K-pop idol to a respected actor is a testament to his ability to evolve, much like Berluti itself. His seamless transition between different creative realms mirrors Berluti’s own expansion and evolution, making him the perfect fit for the brand’s 130th-anniversary celebrations.
Junho’s impeccable sense of style and understated charm make him an ideal ambassador for Berluti’s vision of the “Berluti man”—a figure who blends sophistication with approachability. His unique ability to navigate both traditional and contemporary realms in his career makes him a natural representative of a brand that straddles the line between heritage and modernity. As an ambassador, Lee Junho doesn’t just wear Berluti; he is Berluti, bringing an international dimension to the brand while staying true to its core values of elegance, refinement, and craftsmanship.
The Role of Brand Ambassadors in Luxury Menswear
In 2025, brand ambassadors play a pivotal role in shaping the future of luxury menswear. They are no longer just spokespeople—they are curators, influencers, and trendsetters who help communicate a brand’s story to the world. Their influence transcends traditional advertising, with social media and digital platforms making it easier for them to connect with global audiences. Brand ambassadors like Lee Junho act as a bridge between luxury brands and younger, more diverse consumers who are eager to engage with brands that resonate with their values and lifestyles.
Berluti’s choice to select Lee Junho as a brand ambassador feels like a significant moment, not just for the luxury fashion world but also for the K-pop industry as a whole. It’s a powerful representation of how K-pop stars, once defined by their youth and vibrant energy, are evolving into global cultural icons with the depth and maturity needed to represent a high-end brand like Berluti. Junho’s journey from being a member of the popular boy band 2PM to a highly respected actor speaks volumes about his growth, and it’s this progression that aligns perfectly with Berluti’s ethos of timeless elegance, refinement, and craftsmanship. For the brand to choose someone who has already established a solid foundation in both the music and acting industries highlights how the lines between entertainment and fashion continue to blur in meaningful ways.
For fans of K-pop, Lee Junho represents a unique evolution—he’s not just a former “idol” but a multifaceted talent who’s transcended his early career. This is an exciting new chapter in the K-pop narrative, where stars like Junho are evolving past their initial image to become figures of sophistication and class, much like the iconic brands they now represent. In this sense, Junho’s appointment by Berluti speaks volumes to the changing perception of K-pop stars in the global market. They’re no longer seen solely as teenage pop sensations, but as individuals capable of shaping high-fashion and luxury culture. This could be seen as a reflection of the broader maturation of K-pop as a genre, with its stars now holding more diverse, influential roles beyond just music.
Looking specifically at the American market, the decision to have a K-pop star like Lee Junho represent Berluti comes with both opportunities and challenges. On one hand, his appeal to younger, fashion-conscious consumers is undeniable. K-pop fandoms are enormous, and the influence these stars have—especially across social media platforms—cannot be overstated. For Berluti, bringing in a figure with such a massive global fanbase, especially among Gen Z and millennial consumers, is a smart way to tap into a demographic that values both luxury and cultural relevance. Junho’s style and personal brand can bridge the gap between a traditional, heritage-driven brand like Berluti and the modern, fashion-forward tastes of younger consumers.
However, there may also be challenges in the American market when it comes to merging a brand like Berluti—known for its classic European craftsmanship—with the relatively youthful image associated with K-pop stars. In an industry that often favors heritage and history, a brand ambassador like Junho may need to work harder to establish credibility among a segment of the American audience that values these elements. While his international fame is undeniable, it’s important for Berluti to craft the right narrative around Junho that speaks to both the American market’s affinity for European luxury and its growing interest in Asian pop culture. The key will be in how the brand positions him as a symbol of sophistication and timeless style, rather than merely a trend-driven, pop-culture figure. If Berluti succeeds in this balance, the brand will likely resonate with both traditional luxury consumers and the new wave of global, culturally diverse customers.
In Berluti’s case, Lee Junho’s involvement goes beyond mere representation. His personal style, which effortlessly blends contemporary flair with classic elegance, enhances Berluti’s identity as a brand that marries tradition with modernity. As an ambassador, Junho represents the evolving nature of men’s fashion—where individuality, sophistication, and timeless style are celebrated.
A New Era for Berluti
As Berluti celebrates 130 years of excellence, the collaboration with Lee Junho marks the beginning of an exciting new chapter for the brand. In 2025 and beyond, we can expect to see even more dynamic and forward-thinking campaigns, as the brand continues to push the boundaries of luxury fashion while maintaining its commitment to quality and craftsmanship.
Lee Junho’s journey with Berluti is just beginning, and his role as a brand ambassador is poised to reshape how we think about luxury menswear in the future. As the world of fashion continues to evolve, the influence of brand ambassadors like Junho will undoubtedly play an integral part in guiding iconic brands through the next phase of their legacy.
About Berluti: Founded in 1895 in Paris, Berluti is a luxury fashion house known for its exceptional craftsmanship in leather goods, shoes, and tailored menswear. With a legacy of more than 130 years, Berluti continues to lead the way in luxury fashion with a commitment to craftsmanship, elegance, and innovation.
About Lee Junho: Lee Junho, a member of the popular K-pop group 2PM, has successfully transitioned into a respected actor, known for his versatility and captivating performances. His journey from music to acting has made him one of Asia’s most sought-after stars, with a unique style that perfectly aligns with Berluti’s sophisticated yet contemporary aesthetic.
For more information, visit Berluti’s official website or follow @BERLUTI on Instagram.
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