Prada cuts ties with Kim Soo-hyun over dating scandal

In February 2025, South Korea faced a media storm surrounding actor Kim Soo-hyun after the death of actress Kim Sae-ron, who was found dead in her home at the age of 24. The controversy escalated when allegations surfaced claiming that Kim Soo-hyun had been in a relationship with Kim Sae-ron when she was underage, based on testimonies from her relatives aired in a YouTube expose. Kim Sae-ron's tragic passing, compounded by her struggles following a drunk driving incident in 2022, led to intense scrutiny of her life and relationships as well as those connected to her. As a result, prominent brands, including Prada and Dinto, opted to terminate their contracts with Kim Soo-hyun, citing the developing allegations. Prada stated that their split was a mutual decision, while Dinto indicated that circumstances made future collaboration unfeasible, revealing the impact of public perception on partnerships in the entertainment industry. Kim Soo-hyun's agency, Goldmedalist, issued a statement denying the claims regarding the alleged relationship and emphasized that the actor had been unfairly linked to Kim Sae-ron's death. In response to the media scrutiny and the mounting pressure, Goldmedalist also pointed out the actress's financial issues leading up to her death, including her significant debt. The agency maintained that Kim Sae-ron had owed approximately 0.7 billion won for damages and penalties stemming from her earlier drunk driving case. Following the controversy, speculation intensified when Kim Sae-ron posted a photo with Kim Soo-hyun on social media shortly before her death, a move that sparked intense discussion regarding their relationship dynamics and the possibilities of reconciliation leading to her unfortunate end. Ultimately, the fallout from this incident highlights the complexities of celebrity relationships and the often harsh judgment from public opinion, influencing both personal and professional lives in the realm of entertainment.