2 days ago
Exclusive: See Stray Kids' Seungmin in a Behind-The-Scenes Pic From Burberry's New Festival Campaign
Courtesy of Burberry, exclusively for Teen Vogue
Stray Kids know a thing or two about festivals. Before setting off on their world tour, the group spent the summer of 2024 racking up festival spots at BST Hyde Park, I-Days Milano, and Lollapalooza. Now, Burberry is using that knowledge to good use in its latest campaign, tapping Seungmin as one of its leading stars.
Unveiled on June 5, 2025, Burberry's new campaign celebrates festival culture through a British lens, with videos directed by Kim Gehrig and photography by Drew Vickers. Seungmin is joined by the likes of Liam Gallagher, Goldie, Loyle Carner, Chy Cartier, John Glacier, Cara Delevingne, Alexa Chung, Lennon Gallagher, Molly Moorish-Gallagher, and Gene Gallagher.
'Think of the campaign like a collage,' Burberry's chief creative officer, Daniel Lee, says in a statement. 'Candid moments capturing off-duty fans and headline acts in between gigs. Burberry sits at the centre of the summer calendar, it's both a means of creative expression and a go-to uniform for festival goers.'
In order to be in the campaign, Seungmin took a break from his busy schedule to fly to London for the shoot. 'Everyone was so supportive and really seemed to enjoy and cheer on my energy, which brought me so much strength. I wanted to stay in London longer!" he says in an exclusive Q&A shared by Burberry. '[My favorite memory from set is] when I took the mic and filmed a performance scene with an Oasis song playing, I really got into it, and I was super happy because everyone seemed to enjoy it.'
To celebrate the release, Teen Vogue got an exclusive behind-the-scenes picture from Seungmin's time on set, as well as the rest of his mini Q&A on festival experiences and essentials.
It would be the moment on stage at last year's festival[s]. The memory of performing in front of countless fans with the sunset in the background still remains so clear to me. The sight of the audience's hands glowing in the sunset really tugged at my heart! Accompanied by the band's sound surrounding us, our music felt truly grand.
Before going on stage to bring good energy to the fans, I always tend to listen to calm music and create a calm environment around me. I also eat a hearty meal beforehand and think about giving it all I've got on stage.
I love performing 'S-Class.' It may be because the song holds a sense of pride, but even when the song isn't in the language of the audience, they still sing along and relate to it, making it feel even more special.
It's always so amazing, and we are so grateful to see how much love people pour into our music and countless other things, even from so far away. Even though we all speak different languages, it seems that our hearts have become similar as they are connected through music.
Since it's not an opportunity that comes easily, I think the big stage of a music festival is a really important and rare chance for artists to connect with fans. [What I enjoy most about festivals] I think would be the moment when everyone comes together as one, united through music. Even if we all speak different languages, we become one by following the same melody, rhythm, and atmosphere.
Originally Appeared on Teen Vogue
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