"It has been mutually decided to end the collaboration between Prada and Kim Soo Hyun," Prada said in a brief statement.
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The 37-year-old actor was named a Prada brand ambassador in January and attended the brand's fall 2025 men's ready-to-wear runway show in Milan.
The K-drama star, known for his roles in "Dream High" and "Moon Embracing the Sun," counts more than 20 million fans on Instagram.
Kim Soo Hyun's reputation and fame took a dramatic hit this week when Hoverlab, a South Korean news commentary site on YouTube, claimed that the actor and Kim Sae-ron had been in a six-year relationship since the female Kim was 15 years old. To back up the claims, Hoverlab released photos showing Kim Soo Hyun kissing Kim Sae-ron on the cheek. The livestreamed programs attracted almost 4 million views on YouTube.
Her promising career took a turn in 2022 after a drunk driving incident, after which she struggled to find jobs and retreated from the public eye.
Kim Sae-ron's last role was in the Netflix series "Bloodhounds." However, her cameo has been edited out in the aftermath of the DUI conviction.
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