Prada has terminated their partnership with Kim Soo Hyun. The decision comes amidst the public scrutiny the actor is currently facing for his alleged romantic relationship with the late actress Kim Sae Ron, who was found deceased in her Seoul home last February 16, 2025.
LOOK: Prada and other brands sever ties with Kim Soo Hyun
The Italian fashion house announced in a statement, “It has been mutually decided to end the collaboration between Prada and Kim Soo Hyun.” Prior to the controversy, Soo Hyun was named Prada’s South Korean ambassador in December 19, 2024. He also attended the luxury brand’s fall 2025 men’s ready-to-wear runway show in Milan and even posed for after show photos.
Known as the highest paid male Korean actor, Soo Hyun has fetched partnerships with a hefty list of brands vying for a piece of his global influence. The same brands have been placed under mounting pressure to sever ties with Soo Hyun following the damning claims against him.
Prada isn’t the first to relent, with companies like LG Household & Health Care, Homeplus, Tous les Jours, and K2 Korea removing his ads from their official pages. However, Tous les Jours made it clear that Soo Hyun’s contract with them was always set to expire this month and that their separation is not a result of current events.
Jo Malone, who announced Soo Hyun as their APAC Brand Ambassador just last November 2024, has also reportedly followed suit by pulling all materials related to him from their website and social media. Meanwhile cosmetics brand Dinto has also temporarily put a pin on all promotional activities that feature Soo Hyun while they hold internal discussions.
Soo Hyun is presently under fire for claims that he began a romantic relationship with then 15-year-old Kim Sae Ron when he was 27 years old. As per the YouTube channel HoverLab, the two were together for six years, as backed by supporting evidence from the actress’ family.
Following the backlash, Gold Medalist, Soo Hyun’s agency of which he co-founded, has vehemently refuted the allegations against him in a detailed response, and is planning on taking legal action against the involved parties responsible for the rumors.
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