lee youngji coach

Lee Youngji's the one for Coach. Credit: Hypebeast Korea

While most brands have signed on a Korean star – or two – as their brand ambassadors, American fashion house Coach has been rather low-key on that front. That is until now. The brand has just announced rapper Lee Youngji as its first-ever global brand ambassador from South Korea. For her debut at the house, the 20-year-old star has earned a starring role in Coach’s upcoming Fall/Winter 2023 campaign.

The Gen Z rapper is arguably one of the country’s fastest-rising stars and sealed her popularity after being the first female rapper in eleven seasons to win the long-running rap competition Show Me the Money last year. She has amassed a following of 3.3 million followers on Instagram as of press time and is known to her legion of fans for her brand of kooky-cool sense of humour and self-confidence. Last week, it was announced that Lee will be kicking off her first Asian tour at the end of Sep – with Singapore scheduled as a pit stop.

lee youngji coach
Credit:Hypebeast Korea

Lee Youngji is a self-taught rapper first rose to fame on the reality TV series High School Rapper in 2019. She would later go on to become the first female rapper in in eleven seasons to win hit rap competition Show Me The Money last year.

“I’m thrilled to be an ambassador for Coach, a brand that I enjoy wearing and that inspires me,” said Lee in a statement. “I can’t wait to share what we’ve been working on together and excited to continue to share my story as part of our collaborations.”

Coach creative director Stuart Vevers noted that Lee is someone who “inspires others by being herself” and perfectly captures the brand’s message of Courage to Be Real “to embrace all aspects of who you are with confidence”. He added: “She reflects the spirit of confidence and self-expression that we champion at Coach, as well as our vision for a more inclusive fashion world through the Coach family.”