Speculations about Kim Soo Hyun being replaced as the face of a luxury brand, creates a debate on the internet

Kim Soo-Hyun has been the subject of ongoing controversy surrounding a high-profile dating case involving Kim Sae-Ron, who was a minor at the time of the alleged incident. As a result of the allegations, several brands with which he was affiliated have terminated their relationships with him.
A luxury brand has announced the termination of its contract with Kim Soo Hyun on March 14, 2025, following his selection as the official ambassador of the Prada brand in December 2024.
The brand had said in their statement, “We would like to inform you that after considering the severity of the issue, our collaboration with Kim Soo Hyun has been mutually concluded. The contract has been terminated,” as quoted from a report by news outlet SpotvNews.
The controversy has reignited discussions surrounding the ‘Prada Curse’ – a theory that has been circulating online, suggesting that several Asian celebrities who have partnered with the brand have subsequently faced public scandals or career setbacks.
The curse has also overtaken various other artists like Zheng Shuang, Irene of Red Velvet, Kai Ko, Kris Wu, Li Yifeng, Chanyeol of EXO, and Cai Xukun.
Just one month after terminating its contract with Kim Soo-Hyun, this particular brand announced its new brand ambassador on April 17, 2025. The chosen individual is Lee Gawon, a member of the K-pop group MEOVV. Gawon had previously gained recognition at Milan Fashion Week in February 2025, where she made a notable appearance at Prada's Fall/Winter 2025 show. Her striking features, poised demeanour, and confident runway debut have earned her widespread acclaim, particularly for her physical proportions and captivating stage presence.
Netizens and fans are both closely following the situation, with some expressing concerns about the potential impact on Lee Gawon's career. In contrast, others are optimistic that her youthful image, clean reputation, and growing popularity may signal a shift away from the controversies that have previously surrounded Prada's ambassadorial partnerships, as reported by Pinkvilla.
Lee Gawon is a 19-year-old Korean-American idol who has recently become the talk of the town in both the K-pop and fashion worlds. As a former YG Entertainment trainee and model, Gawon is now a member of MEOVV under The BLACK LABEL.