Lee Gawon Becomes the New Face of Prada After Kim Soo-Hyun’s Fallout
South Korean actor Kim Soo-Hyun is facing major professional fallout following serious allegations linked to the tragic death of actress Kim Sae-Ron. Once a top name in both drama and brand endorsements, the actor’s reputation has taken a sharp hit as companies distance themselves from the controversy. Among the most notable is luxury fashion brand Prada, which ended its association with Soo-Hyun just months after naming him as a brand ambassador. The brand has now introduced a new face — rookie K-pop idol Lee Gawon, showing a clear shift in how it wants to connect with younger and more current audiences.
Allegations Against Kim Soo-Hyun Lead to Brand Withdrawals
The controversy stems from accusations made by Kim Sae-Ron’s family after her death. They allege that Soo-Hyun had a relationship with the Bloodhounds actress when she was a minor and was involved in harassment and financial pressure that they believe contributed to her mental health struggles. The actor, best known recently for Queen of Tears, has not made any public statement regarding the claims.
Still, the industry response has been swift. Brands have quietly distanced themselves, fan sentiment has shifted, and social media backlash continues to grow. Prada officially ended its partnership with him on March 14, 2025 — a decision that made headlines and highlighted how seriously brands are responding to the situation.
Prada Finds a New Star
Only a month after parting ways with Soo-Hyun, Prada has already moved forward with a fresh face — 19-year-old Lee Gawon, a rising star from the rookie girl group MEOVV. The brand officially announced Gawon as their new brand ambassador on April 17, 2025.
While some netizens were surprised by Prada’s quick replacement, others saw the move as timely and strategic. Gawon has already made a strong impression in the fashion world. She walked the runway for Prada’s Fall/Winter 2025 collection at Milan Fashion Week back in February. Her confident walk, youthful presence, and striking visuals reportedly impressed key figures in the fashion industry, making her a strong contender for the role even before Prada’s fallout with Soo-Hyun.
Who Is Lee Gawon?
Gawon debuted with MEOVV just last year, but she has already started building a unique image that blends music, fashion, and global appeal. While MEOVV is still new on the K-pop scene, Gawon’s individual style and grace on the runway helped her gain media attention.
Fans have praised her appointment as a progressive and refreshing choice. Many see her as a symbol of a new generation of idols who can bridge K-pop and luxury fashion with authenticity. Her appearance at Milan Fashion Week was seen as a breakout moment — one that may have paved the way for this endorsement deal.
As the investigation and public discussion around Kim Soo-Hyun continue, his career remains in a precarious state. Brand endorsements, once a major part of his stardom, are likely to remain on hold until further clarity emerges. Meanwhile, Gawon’s partnership with Prada is being viewed as a significant leap for her career and an indication that K-pop idols — even rookies — are becoming increasingly influential in the global fashion scene.