Matin Kim's 2026 fall campaign has a new face: Stray Kids member Lee Know.
The Korean fashion brand's official 2026 Fall Collection page is titled "MATIN KIM X LEE KNOW" and builds the campaign around a newsstand concept called "YOU KNOW ABOUT LEE KNOW?"
Matin Kim announced Lee Know as an ambassador for its 2026 F/W season in September, with the brand also signaling a broader push toward unisex styling.
Why this collaboration is commercially interesting
K-pop ambassadors are not new.
What is more useful to watch is what happens when a Korean fashion brand uses a global K-pop audience to sell Korean design directly to overseas consumers.
Matin Kim already operates a global-facing online store, and the official Lee Know collection is presented in English as well as Korean.
That means the path from attention to purchase is unusually short:
K-pop fan sees campaign. Fan identifies the brand. Fan opens the official global store. Fan can shop the Korean label directly.
That is a different export model from a Western luxury house hiring a Korean celebrity.
In this case, the Korean brand itself owns the product, campaign and retail relationship.
The styling strategy is changing too
Reporting around the appointment says Matin Kim plans to move beyond women-centered styling and strengthen unisex options.
That direction fits the Lee Know campaign.
The official collection imagery frames him in the brand's relaxed, street-oriented visual language rather than building the campaign around formal gender categories.
What SEEN IN KOREA will verify next
The useful commerce layer is not simply "Lee Know wore Matin Kim."
It is identifying the exact campaign pieces that can still be purchased, checking whether the global store carries them, and comparing Korean and overseas pricing.
That is how a celebrity campaign becomes useful shopping information instead of fan speculation.
For now, the confirmed fact is simple: Lee Know is fronting Matin Kim's 2026 fall campaign, and the Korean label is using that partnership as part of a broader global-facing retail story.
Price & retailer check
Some retailer links may be affiliate links. Editorial conclusions are not determined by commissions.