Seventeen’s S.Coups is Now BOSS’s Global Ambassador
S.Coups is becoming the pinnacle of style. From his striking appearance at the MET Gala to his latest appointment as BOSS’s global ambassador, we’re eagerly anticipating his next style move. As the charismatic leader of Seventeen, S.Coups first made a splash in fashion week last September, gracing the Loewe Spring/Summer 2025 show with his presence. Wearing a sharp navy blazer paired with buttery-soft leather trousers, S.Coups (real name: Choi Seungcheol) brought a quiet confidence that turned heads and ignited a thousand camera flashes.
And there’s more. He is now the global brand ambassador for BOSS, cementing his status as one of K-pop’s most compelling figures, both musically and sartorially. With his sculpted doll-like features (those famously long lashes have earned him the nickname “Camel”), it’s easy to get lost in his charm. But make no mistake—this is a man built on substance.
As the eldest member of Seventeen and the captain of both its hip-hop unit and the group at large, S.Coups is the kind of leader who doesn’t need the spotlight to lead. In fact, he often steps back to let his members shine. His quiet sense of responsibility, his commitment to the group’s unity, and his unshakeable belief that Seventeen is more than just a job—it’s his everything—has endeared him to fans and peers alike.
In an industry known for fleeting bonds, Seventeen is different. Their “team spirit” is legendary: they’re known to change their matching “team rings” every time a new album drops—a symbolic promise to one another, like brothers in arms. And no one represents that bond more sincerely than S.Coups. In interviews, he’s stated plainly that when Seventeen’s story ends, so will his life in entertainment. It’s that kind of loyalty that defines a leader—and a legend.
Of course, it’s not all serious business. S.Coups, a proud Leo, is also known for his lovable temper. There was that now-iconic moment when his bandmates missed the stroke of midnight on his birthday—and he threw a full-on fit. The result? A new nickname from the fans: “Choi-Yet-Angry.” Peak Leo energy. Peak brotherhood.
What’s clear is this: whether he’s commanding a stage in Seoul or commanding a room in Paris, S.Coups continues to redefine what it means to be an idol. He’s not just shaping the sound of a generation—he’s dressing for it, too. Here’s to the man who leads with his heart, his talent, and now, an impeccable sense of style.
