The famous South Korean K-pop band is known for its powerful presence on the worldwide stage of music. The amazing visuals, endless talent and mind-blowing performances of this band have helped to raise K-pop music to another level. But there is one more key feature of this unique band - their Midas Touch to everything they are promoting or using. In 2018, Hyundai even stopped the pre-orders of their KONA electric SUV after releasing a promo song featuring the EXO-CBX subunit. Pre-orders reached 150% of the scheduled sales.
Global fashion and beauty brands have followed suit in presenting new ambassadors from EXO and here is the list:
- SEHUN: Berluti, Pasha de Cartier, Dior
The youngest member of EXO, Oh Sehun perfectly fitted the Berluti show at Paris fashion week and created a mess with his stunning appearance.
Pasha de Cartier, a watch collection made by jewelry house Cartier that celebrated its 35th anniversary in 2020, also decided to choose Sehun as their muse to promote their watches.
Dior also chose Sehun as the new face of their Dior Men's collection and fans are excited about how powerful their little Sehun has become, who debuted at the age of 18 and has now become the face of the world famous brand.
- CHANYEOL: Tommy Hilfiger, Prada
Talented producer, rapper and multi instrumentalist Chanyeol was booked by the Tommy Hilfiger brand back in 2017 and also added recognition to the brand while being a Tommy Boy and attending the brand's fashion shows.
Fans are also celebrating another recent modeling activity by Chanyeol, this time with Prada, as the artist joined a global campaign for the 2020 fall-winter collection, and EXO-Ls (the name of the fandom) are expressing their joy when they see the promo in different parts of the world.
- KAI: Gucci, Bobbi Brown
Kim Jongin, also known as favourite Gucci boy Kai, has already gained a lot of attention as a model with stunning and unique visuals. He became an ambassador for the brand in 2018 and his recognition is increasing.
His appearance on the 2018 Fashion Week Gucci show left people in shock, as EXO-Ls gathered to welcome their beloved Kai.
In addition, fans, who have longed for Kai to model for a cosmetic brand because of his modelling skills and unique skin color, celebrated the news that he became the first male muse of Bobbi Brown and was featured on the Korean magazine 1st Look promoting the brand.
- LAY: Valentino, Calvin Klein, MAC Cosmetics
Chinese member Lay Zhang has become a muse for a lot of brands, in particular, MAC Cosmetics chose him as an Asia Pacific Ambassador to break down gender barriers.
Daniel Wellington also chose Lay as a global ambassador and even came up with some collections dedicated to Lay, which were limited and immediately sold out.
Calvin Klein noticed Laymade him global spokesperson for Calvin Klein Jeans and Calvin Klein Underwear.
Fans go crazy each time Lay's abs are shown in the brand's campaigns.