Los Angeles-born K-pop idol Joshua Hong of the group SEVENTEEN was spotted at both the Super Bowl and the BoF Gala on , showcasing a notable association with American fashion designer Thom Browne.
The initial sighting, reported via svt contents (@updatingsvt) on Twitter, highlighted Joshua’s presence at the Super Bowl representing the Thom Browne brand. This appearance followed his participation in the GQ Bowl, a pre-Super Bowl fashion show featuring Browne’s fall 2026 collection, as detailed by SEVENTEEN SCHEDULE (@svt_sched). The GQ Bowl appearance positioned Joshua as a key figure in the event, specifically noted for gracing the show.
Further solidifying the connection, posts on X (formerly Twitter) – as aggregated in search results for “JOSHUA AT BOF GALA” – indicate Joshua also attended the BoF Gala. A user, joshushushu_svt, commented that Joshua Hong “personified” Thom Browne, suggesting a strong stylistic alignment between the artist and the designer. Another post noted Joshua taking the time to wish players good luck at the Super Bowl, further linking his presence to the sporting event and the broader Thom Browne brand activation.
Thom Browne is a New York-based designer known for his avant-garde and often unconventional approach to menswear and womenswear. His signature aesthetic includes shrunken silhouettes, grey flannel suits and a distinctive use of color blocking. Browne’s designs frequently incorporate elements of preppy style with a subversive twist, appealing to a clientele that values both tradition and innovation. The brand has expanded beyond clothing to include accessories, eyewear, and fragrances, and maintains a global presence with flagship stores in major cities worldwide.
Joshua’s involvement with Thom Browne is noteworthy within the K-pop landscape. K-pop idols are increasingly recognized as influential figures in the fashion world, often serving as brand ambassadors for luxury houses. This trend reflects the growing global reach of K-pop and its impact on youth culture. The selection of Joshua, a member of the highly popular SEVENTEEN, suggests a strategic move by Thom Browne to tap into the Asian market and connect with a younger demographic.
The GQ Bowl, specifically, has become a significant event in the intersection of sports and fashion. Held annually in the lead-up to the Super Bowl, it showcases the latest collections from prominent designers and attracts a celebrity-filled guest list. The event provides a platform for brands to gain exposure to a wide audience and solidify their presence in the cultural zeitgeist. Joshua’s appearance at the GQ Bowl, represents a high-profile opportunity for both the artist and the designer.
The BoF Gala, hosted by the Business of Fashion, is a more industry-focused event, bringing together leaders from the fashion, technology, and media sectors. Attendance at the BoF Gala signals a level of recognition within the fashion industry itself. Joshua’s presence there, alongside his Super Bowl and GQ Bowl appearances, suggests a deliberate effort to establish him as a fashion icon.
The timing of these events – – coincides with the Super Bowl LXI, held in Los Angeles. This location is particularly relevant given Joshua’s birthplace. The convergence of these events in Los Angeles likely facilitated his participation and amplified the visibility of his association with Thom Browne.
While the specific details of Joshua’s collaboration with Thom Browne remain undisclosed, his presence at these high-profile events indicates a potential long-term partnership. Further developments are expected as the fall 2026 collection is rolled out and as SEVENTEEN continues its global promotional activities. The increased visibility of K-pop artists like Joshua in the international fashion scene underscores the evolving dynamics of the luxury market and the growing influence of Asian pop culture.
The broader context of SEVENTEEN’s popularity, as highlighted in a Reddit discussion, further emphasizes the significance of Joshua’s individual activities. The group’s consistent success across various platforms – including music, concerts, and unit albums – positions its members as influential figures with a substantial fanbase. This established popularity likely contributed to the strategic value of Joshua’s partnership with Thom Browne.
The association between Joshua and Thom Browne is a notable development in the intersection of K-pop, high fashion, and American sporting events. It demonstrates the increasing recognition of K-pop idols as style influencers and the strategic importance of leveraging their reach to connect with global audiences. The events of , and the days surrounding it, mark a significant moment in Joshua’s burgeoning career as a fashion icon.
