Seungmin, a member of the South Korean boy band Stray Kids, is currently in London as part of a Burberry campaign celebrating festival culture. The campaign, unveiled on June 5, 2025, features a diverse cast including Liam Gallagher, Goldie, and Cara Delevingne, and aims to capture the spirit of British festival-goers.
The collaboration marks a significant moment for Seungmin, who expressed his enthusiasm for working with a brand he “truly loves.” According to Burberry, the campaign is envisioned as a “collage” of candid moments, showcasing both performers and attendees “in between gigs.” Daniel Lee, Burberry’s chief creative officer, stated the brand “sits at the centre of the summer calendar,” serving as both a creative outlet and a staple for festival attendees.
Seungmin’s involvement required a break from Stray Kids’ schedule. He shared that he enjoyed the supportive atmosphere on set, and recounted a particularly memorable experience filming a performance scene with an Oasis song playing. “I really got into it, and I was super happy because everyone seemed to enjoy it,” he said in a Q&A released by Burberry.
The campaign’s focus on festivals follows Stray Kids’ own recent experiences performing at major events such as BST Hyde Park, I-Days Milano, and Lollapalooza during the summer of 2024. Seungmin reflected on the impact of performing at last year’s festivals, noting the vivid memory of playing with the sunset as a backdrop.
Burberry’s latest outerwear, including the reversible Snowdon puffer jacket worn by Seungmin, is central to the campaign, highlighting the brand’s heritage of adventure and adaptability. The jacket, featuring an archival Knight stamp motif, is described as comfortable, stylish, and suitable for various environments.
Seungmin’s association with Burberry began earlier, with appearances during London Fashion Week in both 2025 and 2024, signaling a growing relationship between the K-pop star and the British fashion house. He was named a brand ambassador in July 2025, according to an Instagram post.
