From rookies to front row: How Cortis became fashion’s newest obsession

In K-pop, success often arrives at breakneck speed. But even by industry standards, CORTIS’ rise has been remarkable – and one that has everyone’s attention. Less than a year after making their debut in August 2025, the quintet – consisting of members Keonho, Juhoon, Seonghyeon, James and Martin – have not only climbed music charts and built a devoted global fanbase—they’ve also become one of luxury fashion’s most sought-after new acts.

It wasn’t long ago that the group’s partnerships sat comfortably in the lifestyle and skincare territory – Red Bull, KT Corporation’s iPhone 17 Pro collaboration, and contact lens brand ACUVUE OASYS 1-Day, and recently as Fresh ambassadors – while we wondered when luxury houses would finally come calling. For a boyband that, quite literally, has a hit song called “FaSHioN”, the question was never if, but when. 

And judging by their increasing appearances at fashion shows—that moment has well and truly arrived. For instance, Martin and Keonho attended the Chanel Métiers d’Art show in Seoul in May this year. 

They also made their highly anticipated debuts at men’s fashion week in Paris that just ended in June. Keonho, Seunghoon and Juhoon attended the Dior SS27 show, where they even chatted with Jimin from BTS. 

Meanwhile, Martin and James were spotted at the Saint Laurent SS27 show. 

In fact, earlier this year the group already had been turning heads in the luxury fashion world: In January, they were spotted dressed in Jonathan Anderson’s Dior Spring/Summer 2026 Menswear at a Seoul photocall, trading their skater-punk sensibility for couture tailoring.

In November 2025, Vivienne Westwood Korea spotlighted Martin in an iconic portrait, hinting at a natural affinity with the house’s rebellious aesthetic.

Evidently, the rate of their visibility in the luxury fashion circuit has been impressive. 

After all, it took other widely popular groups years before stepping out into that scene. For instance, Stray Kids landed their first solo luxury fashion deals in mid-2023, about five years after their 2018 debut: Hyunjin was named a global brand ambassador for Versace in July 2023 while Felix became a global house ambassador for Louis Vuitton in August 2023.

For another group, Ateez, it also took five years after debuting before group leader Hongjoong joined the French luxury house Balmain as an official member of the Balmain Army in September 2023. 

Inside Cortis’ fashion appeal

It’s fascinating how K-pop’s cool “crew of teenagers” (as they described themselves) have already achieved what many seasoned artists take years to concretise – fashion is strategy. Of course, while stylists, creative directors, and a coordinated team are behind every look, CORTIS made it feel instinctive – a natural extension of their ethos of authenticity.

When thinking of CORTIS, a very specific, very relatable image comes to mind – moody skater-punk aesthetics, worn-in grunge textures, with a penchant for teen rebellion-inspired self-expression, combined with the forward-thinking polished ‘pretty boy’ canon of K-pop. 

Their aesthetic thrives on balance. Riding the resurgence of early-naughts grunge – hyper-masculine hip-hop and punk-inspired silhouettes, from baggy trousers and oversized hoodies to low-slung belts and statement sneakers – the group fuses this with the inherent femininity of K-pop glamour.

The former is a globally familiar formula, echoing the broader punk wave popularised by Western celebrities like Olivia Rodrigo.

What sets CORTIS apart is the tension between softness and grit, a carefully choreographed interplay of masculine and feminine cues that feels novel, alluring, and visually magnetic to both male and female audiences. 

This tension is not accidental. In today’s K-pop industry, femininity has become an inseparable aspect of male beauty norms. Studies have shown that, for many young men in South Korea, makeup and meticulous grooming function as leverage in an image-driven, disciplined, and status-conscious culture – and this is much so exacerbated when one is called to perform on a world stage.

In this context, CORTIS’ blend of punk energy and nuanced grooming is inadvertently both culturally literate and authentically their own – relatively accessible and approachable to their core fanbase, yet slightly elevated at the same time – thus a far cry from the glitz and glamour of true high fashion.

Their stylist, ACTOY, understands the assignment each time; he helms the visual branding and styling in their music videos and promotions. Together with the group, they have built a visual vocabulary of soft silhouettes, clever proportions, and playful details, balancing youth-driven experimentation with clandestine restraint.

A signature touch

Beyond the group-level aesthetic, each member still brings a distinct voice.

For one, vocalist (and former child model) Juhoon channels a California skater vibe with flannel hoodies, ripped cargos, low-slung belts, and, sometimes, Stüssy caps. 

James, the oldest member, injects vintage Americana and skater-punk flair, often accentuated by bold hair and exaggerated silhouettes. 

The maknae (‘youngest member’), Keonho, demonstrates an unsurprisingly playful, classically chic approach, mixing simple wardrobe staples with unusual patterns, textures, and colorways.

On the other hand, topliner and lyricist Seonghyeon embodies a more casual Y2K look, from vintage muscle tees to carefully chosen accessories.

Finally, Martin, the leader, blends punk, grunge, and emo aesthetics with layered textures, as well as the occasional delicate touche, creating a look that is both bold and subtly feminine.

What’s next for Cortis

True to form, the essence of their FaSHioN anthem lies in self-expression and personal freedom, turning clothing into a terrain for celebrating individual identity, a clear group ethos, and playful subversion of expectations. Future brand partnerships would most likely align on such values as well. With that in mind, several luxury houses already stand out as compelling matches for each member’s unique aesthetic.

For Martin, a Saint Laurent partnership feels like the most natural fit. His grunge and subtly feminine styling closely mirrors the house’s edgy sensuality. And having already attended their recent Paris show, perhaps this collaboration is already in the works. 

Juhoon, on the other hand, we feel would fit in Diesel’s world of playful rebellion. His laid-back skater-inspired streetwear wardrobe captures the youthful irreverence the brand has come to embody. 

Keonho’s polished yet playful style could make him an ideal ambassador for Jonathan Anderson’s Dior, where formal tailoring takes a youthful, subversive twist. 

Meanwhile, Bottega’s emphasis on craftsmanship, quiet confidence and self-expression aligns with Seonghyeon’s clean silhouettes and And as the group’s lyricist and topliner, his creative persona also fits Bottega’s artisanal craftsmanship.

As for James, his bold hair and experimental looks would make him an exciting prospect for Louis Vuitton, particularly under Pharrell Williams who blends streetwear, music and culture.

Other hints of future brand collaborations are more obvious. 

In a multicover shoot for W Korea just this May, each member was seen representing a different brand – Juhoon for Dior, James for Prada, Seonghyeon for Loewe, Martin for Saint Laurent and Keonho for Gucci. Coincidence? Guess we’ll have to find out.

Again in June, the members graced their cover once more for their Jewellery section donning Tiffany and Co. jewellery. 

Whether or not these pairings come to fruition, one thing is certain: Cortis has already proven they possess the style credentials to become luxury fashion’s next generation of ambassadors.