Byeon Woo Seok is Prada’s newest brand ambassador

It’s a full-circle moment for Byeon Woo Seok, the Korean model-turned-actor as he steps back into the fashion universe, only this time as Prada’s newest brand ambassador. Best known for acting as Ryu Sun Jae in the K-drama Lovely Runner, Byeon Woo Seok has since gone on to hold his fanmeet in eight cities: Bangkok, Manila, Jakarta, Singapore, Seoul, Hong Kong, and Tokyo—a testament to his popularity.

Prada’s appointment of the South Korean actor makes one thing clear—the Byeon Woo Seok craze is far from fizzling out.

Fans may have seen his appointment coming, especially after the actor made an appearance in June 2024 at the Prada men’s spring/summer 2025 show in Milan.

Byeon joins the league of other South Korean Prada ambassadors, which include NCT’s Jaehyun, ENHYPEN, actress Kim Tae Ri, and Aespa member Karina.

It is likely that the newly minted ambassador will follow in their footsteps by attending the brand’s upcoming shows at fashion week. Fans can also look forward to spotting Byeon Woo Seok at local or regional events like the Sound Of Prada in Seoul, where celebrities-slash-Prada-ambassadors such as Win Metawin Opas-iamkajorn, ENHYPEN, and Jaehyun made an appearance.

And, of course, there is a chance that Byeon Woo Seok might front a Prada campaign in the near future, just like how Karina starred in Prada’s Holiday 2024 campaign.

Fans have showered the Instagram post announcing Byeon’s ambassadorship with congratulatory comments and expressed their enthusiasm for the actor’s appointment as the newest brand ambassador of Prada. In less than 24 hours, the post garnered over 1.2M likes and 12.8k comments. Clearly, Byeon Woo Seok’s star is on the rise, and his next step as a Prada ambassador is much anticipated.

This article was originally published in Harper’s Bazaar Singapore.