How does this K-pop star stay grounded?
One always needs a good coat when outside. Comfortable, stylish, and adaptable to any weather, a good coat is an essential part of the wardrobe in every situation, from the daily commute in the city to relaxing promenades in the countryside or intrepid explorations of the great outdoors.
Seungmin wears the reversible Snowdon puffer jacket with appliquéd Knight stamp – an archival motif first seen on Burberry bags in the 1980s
Leaning into this, Burberry taps into a unique cast of individuals, including k-pop superstar Seungmin from Stay Kids, to star in its latest campaign, aptly named The Unexpected Encounters. It celebrates the British brand’s iconic outerwear and its legacy of adventure. Below, BAZAAR recounts its own unexpected encounter with Seungmin, who shares his adventures around the world in his Burberry Snowdon puffer jacket.
Read our exclusive interview with Seungmin
Describe one of the most unexpected yet memorable encounters you have experienced.
Meeting Ryan Reynolds on our music video set and having the opportunity to film together was an unforgettable experience.
What excites you the most about being a part of this campaign?
Working with a brand I truly love is always exciting, rewarding, and something I take great pride in. Filming this campaign in London, one of my favourite cities, made it feel even more special—as if I were part of Burberry’s rich heritage.
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What’s the first word that comes to mind when you see yourself in this piece of outerwear?
Effortlessness.
What is your kind of perfect weather?
The cool and refreshing autumn weather these days feels just right for me.
When you visit any country, what’s the one thing that you must do in every destination? For example, some people have to visit the supermarket, others buy fridge magnets…
As soon as I arrive, I like to go outside for a walk and take in the atmosphere of the city. If something catches my eye along the way, I buy it.
City or nature?
These days, I find myself drawn more to nature. There’s something so refreshing and freeing about wide, open spaces.
