Felix of Stray Kids takes the spotlight as the face of ATiiSSU's inaugural official campaign.
On the 10th, ATiiSSU unveiled a teaser video for the '2026 DESERT COWBOY COLLECTION' featuring Felix. This teaser marks the beginning of the brand's first official campaign, characterized by its symbolic visuals and unique narrative.
Set against the backdrop of a vast desert, the video titled 'Desert Cowboy' dramatically showcases ATiiSSU's distinct aesthetics. The video features a headless figure running from something before entering a building. Inside, 'heads' adorned with ATiiSSU's new collection are displayed on shelves, leaving a surreal yet strong impression.
Despite its short length, the teaser's high quality has piqued curiosity about the main campaign video.
The project gains significance with Felix at its center. Having consistently collaborated with ATiiSSU since its launch, Felix plays a pivotal role in this first official campaign, demonstrating a strong synergy with the brand.
In the video, Felix perfectly embodies ATiiSSU headwear, conveying the brand's intended atmosphere through his unique performance and aura.
Through this campaign, ATiiSSU aims to expand its vision of undefined beauty and sensory experimentation to a broader audience. The collaboration with Felix is seen as part of the brand's communication strategy to reach global fans and fashion consumers.
ATiiSSU plans to release more content related to the '2026 DESERT COWBOY COLLECTION' following this teaser. The main campaign video will premiere on their official Instagram on the 21st.
Byungdoo Kim, TenAsia Reporter tenten@tenasia.co.kr