Luxury fashion brand Prada has officially terminated its contract with actor Kim Soo Hyun. The decision comes shortly after the “Queen of Tears” star was embroiled in the controversy surrounding the late Kim Sae Ron’s death.
Prada Ends Partnership with Kim Soo Hyun Amidst Controversy
On March 14, a representative from Prada Korea announced, “In consideration of the gravity of the issue, we have mutually agreed to terminate our contract with actor Kim Soo Hyun.” They further stated, “This decision was made at the headquarters level, and as of now, we can confirm that the contract has been terminated.”
Kim Soo Hyun had been appointed as a Prada ambassador in December 2023, marking a short-lived partnership between the actor and the prestigious fashion house.
The Controversy Surrounding Kim Soo Hyun
The decision follows recent controversy surrounding allegations that Kim Soo Hyun was previously in a romantic relationship with the late Kim Sae Ron when she was a minor. Additionally, reports surfaced claiming that the actor had pressured Kim Sae Ron to repay a 700 million won (approximately $481,200) penalty, which some speculate may have played a role in her tragic passing.
In response, Kim Soo Hyun’s agency GOLDMEDALIST has denied all allegations. They emphasized that while it is true the two were in a relationship, it did not occur during her minor years. The agency also refuted claims that Kim Soo Hyun had pressured Kim Sae Ron financially, providing evidence to support their statement.
Despite the agency’s response, multiple brands and endorsement partners have begun distancing themselves from the actor. Companies across various industries—including outdoor apparel, banking, fashion, bakery, and major retail chains—have started removing advertisements featuring Kim Soo Hyun. Some have placed their scheduled campaigns on hold, while others have indicated they do not intend to renew their contracts with the actor.
As the situation continues to develop, the fallout from the controversy remains uncertain.