Global luxury powerhouse Prada has officially ended its collaboration with popular South Korean actor Kim Soo Hyun, following a wave of media buzz and online chatter surrounding his rumored relationship with actress Kim Sae Ron. The decision, though not entirely unexpected, has reignited discussions about the so-called “Prada Curse” — a term coined by fans who’ve noticed that several high-profile partnerships between the brand and Korean celebrities often meet an abrupt and dramatic end.
While neither the Italian fashion house nor Kim Soo Hyun’s representatives have issued a detailed explanation, the timing of the brand’s move has fueled speculation. The controversy, which stemmed from a series of circulating photos and online discussions suggesting a personal connection between Kim Soo Hyun and Kim Sae Ron, seems to have nudged the brand toward rethinking its association with the actor. Industry insiders suggest that the brand, mindful of its global reputation, chose to step back amid the growing spotlight on Soo Hyun’s private life.
Kim Soo Hyun, celebrated for his versatility and success in hit K-Dramas such as It’s Okay to Not Be Okay and My Love From the Star, had only recently become one of Prada’s most talked-about ambassadors. His sophisticated yet approachable style had made him a fitting face for the label’s campaigns. However, the swirling gossip about his off-screen life proved to be more than just harmless celebrity chatter, as it coincided with Prada quietly moving in a new direction.
Almost immediately after the announcement of the partnership’s end, Prada surprised fans by unveiling its newest ambassador — a young Korean-American idol who has been turning heads in both the global music scene and fashion circles. The rising star, whose youthful charm and international appeal perfectly align with Prada’s evolving image, is expected to inject fresh energy into the brand’s upcoming campaigns.
The choice of this new face not only reflects Prada’s sharp pivot away from controversy but also hints at the brand’s strategy to stay deeply connected with Gen Z consumers. The young idol, whose identity sparked instant curiosity and excitement, is already known for a trendsetting wardrobe and an effortless ability to merge Korean pop culture aesthetics with global luxury fashion.
This move also seems to mark a broader trend in the luxury industry, where brands are increasingly quick to react to celebrity controversies and just as quick to usher in new ambassadors who embody the right mix of personal appeal and cultural relevance.
As for Kim Soo Hyun, the actor remains professionally active, and fans are hopeful that this recent media storm won’t overshadow his upcoming projects. Meanwhile, Prada’s bold step to sever ties with the star has once again revived the age-old “Prada Curse” theory, which many believe strikes whenever a partnership with a Korean A-lister ends under cloudy circumstances.
For now, all eyes are on the new Korean-American idol, whose official debut as Prada’s ambassador is expected to coincide with the unveiling of their next major fashion line.
