Lee Know joins Chaumet

Lee Know joins Chaumet Lee Know of Stray Kids is trending after a new luxury fashion editorial tied him to Chaumet’s Bee de Chaumet jewelry line, with the images circulating through fan accounts and style pages online. The shoot was presented through *Marie Claire Korea*, turning a magazine feature into the kind of fast-moving social media event that now doubles as brand marketing. (x.com) The pairing makes immediate visual sense. Lee Know’s public image has long balanced precision, polish, and restraint, and Bee de Chaumet is built around the same idea: clean geometric lines, honeycomb shapes, and a high-jewelry finish that looks sharp rather than overloaded. (chaumet.com) Chaumet is not a new name trying to borrow relevance from pop culture. The Paris jewelry house traces its roots to 1780 and says it was the first jewelry maison to establish itself at Place Vendôme in 1812, which puts it deep inside the old guard of French luxury. (chaumet.com 1) (chaumet.com 2) That history matters because Bee de Chaumet is one of the brand’s signature collections, not a side project. Chaumet describes the line as a reinterpretation of the bee motif and the honeycomb, with repeating hexagonal cells designed to catch and reflect light across rings, bracelets, necklaces, and earrings. (chaumet.com) (lvmh.com) In luxury, a photoshoot like this is rarely just a photoshoot. A heritage jeweler gets a globally recognized face with a young fandom, and the celebrity gets another layer of fashion credibility that travels beyond music charts and concert stages. (marieclaireinternational.com) (chaumet.com) That formula has been working across the industry for years, and Chaumet has already used it with other Korean stars. In 2025, the brand pushed Bee de Chaumet campaigns and editorial work featuring Cha Eun-woo, including a *Marie Claire Korea* cover story, showing that the house was already investing in K-pop and Korean celebrity visibility before Lee Know’s latest feature began spreading online. (marieclairekorea.com 1) (marieclairekorea.com 2) The Korean fashion media ecosystem is a big part of why these collaborations travel so far. *Marie Claire Korea*, launched in 1993, positions itself around fashion, beauty, life, and style content for young and influential readers, which makes it a natural bridge between a French jewelry house and a K-pop audience that consumes fashion as part of celebrity storytelling. (marieclaireinternational.com) Lee Know also arrives with the kind of profile luxury brands want right now. He is one member of Stray Kids, a group whose reach has expanded far beyond music into fashion partnerships, and by mid-2025 he had already been named a global brand ambassador for Gucci, showing that major houses see him as commercially useful on his own, not only as part of a group. (hypebeast.com) (brandequity.economictimes.indiatimes.com) That is the real story underneath the pictures. Luxury brands used to rely more heavily on movie stars, society figures, and fashion editors to signal prestige, but K-pop idols now offer something more useful: global visibility, disciplined image control, and fan communities that can turn a magazine spread into millions of impressions in a day. (herworld.com) (kpopnewswire.com) Jewelry especially benefits from that shift because it can be hard to make heritage pieces feel current without cheapening them. A figure like Lee Know lets a brand keep the old Paris story intact while changing the frame around it: the same gold, diamonds, and symbols, but styled through a performer whose audience reads elegance through editorials, fancams, airport looks, and reposted close-ups. (chaumet.com) (x.com) The result is less about a formal announcement than about a familiar luxury playbook working exactly as intended. Put a heritage collection on a K-pop star with a highly online fan base, place the images in a fashion title with cultural cachet, and let the internet do the distribution for free. (marieclaireinternational.com) (x.com) For Chaumet, Lee Know offers access to younger, style-conscious consumers who may not know the house’s Napoleonic backstory but instantly understand a strong image. For Lee Know, the collaboration adds another luxury credential at a moment when K-pop stars are no longer just endorsers of fashion houses but part of how those houses explain themselves to the next generation. (chaumet.com) (hypebeast.com)