3月14日，Prada官方旗舰店表示：经过慎重考虑，Prada与金秀贤双方共同决定终止合作。

Italian luxury brand Prada has reportedly terminated its contract just months after tapping Korean star Kim Soo-hyun, who is currently in the center of the controversy involving him and the late Korean actress Kim Sae-ron. 

Reports on Friday evening said Prada had issued a statement informing the end of its contract with the “Queen of Tears” star. Soo-hyun was unveiled as its endorser last December. 

“In consideration of the gravity of the issue, we have mutually agreed to terminate our contract with actor Kim Soo Hyun,” Prada said in a statement, as reported on Korean entertainment site Soompi. 

近日，出演过《来自星星的你》“都教授”的韩国顶流男演员金秀贤因其与已故女演员金赛纶的恋情深陷丑闻。网友纷纷开始抵制金秀贤代言的品牌，部分品牌也开始宣布暂停与其合作。

据报道，金秀贤手握16个代言，其中，最引人瞩目的是去年年末官宣金秀贤为全球品牌代言人的Prada。

据悉，3月12日，Prada已经迅速与金秀贤解约，合作时间不足四个月。

自2014年起，Prada亚太区接连遭遇品牌代言人“塌房”事件。尽管麦肯锡《2024全球奢侈品报告》中指出仅有18%的消费者支持“流量明星”，但流量明星的”高收益“总是让奢侈品牌“冒险赌一把”，其中Prada正是最偏爱与流量明星合作的高奢品牌之一。

摩根士丹利在报告中表示，“Prada对流量明星的依赖导致股价敏感度高于同行。”截至3月14日收盘，Prada的股价在过去五天里已经下跌了3.22%。

Despite McKinsey's 2024 global luxury report noting that only 18% of consumers support "internet celebrities," their high commercial value continues to entice luxury brands into taking risks—Prada being one of the most active in such collaborations.

Morgan Stanley highlighted in a report that Prada’s dependence on internet celebrities has made its stock price more sensitive compared to industry peers.

编辑：李雪晴

来源：观察者网 菲律宾星报等