On June 19 (local time), Jaehyun attended the “SS23 Prada Uomo Fashion Show” showcasing Prada’s 2023 Spring/Summer menswear collection in Milan, Italy. The event signaled the start of his activities as an ambassador. Last year in September 2021, Jaehyun also became the very first celebrity to stream a Prada show live through social media when he took part in unveiling the brand’s Spring/Summer 2022 collection.

A representative of the brand shared, “Through several collaborations with Jaehyun, we were able to fully feel his powerful influence. Since he is an artist with everything from luxurious visuals to an outstanding sense of fashion, [Jaehyun] was chosen as an ambassador to represent our brand.”