Cover From luxury runways and designer campaigns to skincare endorsements, these collaborations show how each Ateez member, along with the group as a whole, has built a growing presence across the worlds of fashion and beauty. In photo are members of Ateez Yunho, Seonghwa, San, Yeosang, Hongjoong, Wooyoung, Jongho and Mingi (Photo: HLL/Imazins via Getty Images)
From luxury runways and designer campaigns to skincare endorsements, these collaborations show how each Ateez member, along with the group as a whole, has built a growing presence across the worlds of fashion and beauty. In photo are members of Ateez Yunho, Seonghwa, San, Yeosang, Hongjoong, Wooyoung, Jongho and Mingi (Photo: HLL/Imazins via Getty Images)
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Ateez has become a sought-after name in fashion and beauty. Here’s a look at the group's biggest brand collaborations
Few fourth-generation K-pop acts have built as visible a presence in fashion and beauty as Ateez. Alongside global tours and chart success, the group’s members have steadily attracted attention from luxury houses, streetwear labels and skincare brands looking to connect with younger audiences. Rather than focusing on a single category, Ateez’s partnerships span high fashion, denim, cosmetics and skincare, giving both the group and individual members opportunities to develop distinct brand identities.
Several collaborations have emerged through ambassador appointments, while others have centred on campaign appearances, promotional content and exclusive brand events. Members such as Hongjoong, San, Mingi and Seonghwa have also secured individual partnerships that reflect their personal styles and growing influence within the fashion industry.
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Dolce & Gabbana (San)
San’s relationship with Italian luxury house Dolce & Gabbana developed through multiple appearances at the brand’s events and fashion shows. He attended the brand’s Alta Moda event in 2024 and later became a regular presence at Dolce & Gabbana showcases.
In October 2025, Dolce & Gabbana officially announced San as a Global Ambassador, describing the singer as part of its ongoing connection between fashion and music. The appointment marked one of the most prominent luxury fashion partnerships secured by an Ateez member.
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Avirex (Ateez)
Ateez fronted the 2025 autumn campaign for American casualwear brand Avirex in Japan. The campaign featured all eight members modelling the label's seasonal collection, showcasing AVIRE’s signature military-inspired jackets, varsity styles and everyday casual wear. Campaign visuals appeared across digital platforms and participating retail stores in Japan.
Alongside the campaign, customers who purchased eligible Avirex products during the promotional period received exclusive novelty items featuring Ateez, while selected stores displayed campaign imagery and promotional materials. The collaboration marked one of the group's most prominent fashion campaigns in the Japanese market.
The Silent Soul (limited collaboration with Hongjoong and Seonghwa)
Hongjoong and Seonghwa partnered with Japanese eyewear brand The Silent Soul for a limited collaboration centred on exclusive sunglasses inspired by the two Ateez members. Released in 2025, the collection featured limited-edition frames worn by Hongjoong and Seonghwa, accompanied by an original lookbook and exclusive photocards for purchasers. Fans who purchased the collaboration during the promotional period also had the chance to enter a lottery for a signing event with both members.
Calvin Klein (Mingi)
Mingi became a Calvin Klein brand ambassador in December 2024, joining the American fashion label's growing roster of K-pop representatives. His partnership began with promotional imagery and social media campaigns highlighting the brand's signature denim and underwear collections.
In 2025, Mingi returned for Calvin Klein’s Summer campaign, appearing in a series of photographs and promotional content showcasing the latest seasonal collection. The campaign focused on the brand’s clean, contemporary aesthetic and featured the rapper in classic denim looks and casual essentials. The ongoing collaboration reflects Calvin Klein’s continued partnership with Mingi through multiple campaigns rather than a one-off appearance.
Songzio (Seonghwa)
Seonghwa’s partnership with South Korean luxury fashion house Songzio developed through a series of high-profile appearances before reaching a new milestone in 2025. After attending the brand’s Paris Fashion Week presentations and making his runway debut for the Spring/Summer 2026 collection, he was appointed Songzio’s Global Ambassador in July 2025.
His first project as global ambassador was Songzio’s Autumn/Winter 2025 campaign, which featured Seonghwa on the digital cover of a South Korean magazine. Photographed by Kim Hee-jun, the editorial presented the brand's avant-garde menswear through a concept inspired by the Baroque era while highlighting Songzio’s artistic design philosophy. Since then, Seonghwa has continued to represent the label through campaigns and international fashion events, becoming one of the most recognisable faces of the Korean luxury brand.
BRMUD (Ateez)
Ateez was named the exclusive global model for Korean skincare brand BRMUD in 2024. The partnership saw all eight members front campaigns for the brand's skincare range, appearing in promotional photographs, videos and advertising across domestic and international markets. The group became the face of several products, including BRMUD’s mud-based skincare line, as the company expanded its global marketing efforts.
The collaboration also featured limited-edition promotional items, including exclusive photocards, posters and retailer purchase benefits for fans. BRMUD released campaign content through its official channels and worked with distribution partners on special promotions tied to the group's endorsement, making it one of Ateez’s most prominent beauty partnerships.
Balmain (Hongjoong)
Hongjoong had publicly expressed admiration for creative director Olivier Rousteing before becoming formally associated with the French luxury house. After attending Balmain presentations and building a close relationship with the brand, Hongjoong was officially welcomed into the “Balmain Army” in 2023. Balmain referred to him as a “Balmain Prince”, a title that had already become popular among fans. The partnership has since included fashion show appearances, editorial projects and continued representation of the brand at international events.
Chonx Tibajia is a senior editor at Tatler Asia’s T-Labs team, where she writes widely on lifestyle subjects including beauty, style, entertainment and travel. She has a long career in journalism, including roles as a columnist at The Philippine Star, and is the founder of the creative platform Pineappleversed. Beyond Tatler, her bylines appear in regional lifestyle and business publications, showcasing a broad portfolio that spans beauty trends, travel guides and culture pieces.
