Prada ends partnership with Kim Soo Hyun amid growing scandal
Seoul, South Korea – Korean drama actor Kim Soo Hyun has faced a major career blow as luxury brand Prada has cancelled its contract with him following the escalating controversy surrounding his alleged relationship with the late actress Kim Sae Ron.
Kim, who had been serving as Prada's ambassador since December 2024, has now been dropped by the Italian fashion house due to the negative public sentiment surrounding him. A statement from Prada confirmed that the decision to end their collaboration was mutual, following the revelations about the actor's personal life.
This move by Prada marks a significant shift in the actor's endorsement deals, as several other brands, including Dinto, Eider, Homeplus, and Tous Les Jours, have also distanced themselves from Kim. The cosmetics brand Dinto, in particular, announced the termination of their contract, which was set to run until August 2025, citing the need to uphold customer trust in light of the controversy.
The scandal erupted after photos surfaced suggesting Kim Soo Hyun was in a relationship with Kim Sae Ron when she was a minor. The public outcry intensified following the tragic death of Kim Sae Ron at 24, with police suspecting suicide. Kim Soo Hyun and his agency, Gold Medalist, were slow to confirm the relationship, and the actor has faced criticism for not issuing a public apology, further fuelling the backlash.
With many brands now cutting ties, industry insiders believe some companies are waiting to see how the situation develops before making further decisions. The growing controversy has left Kim Soo Hyun's once-thriving career in jeopardy.
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