Felix × ATiiSSU Unveil Desert Cowboy Narrative

Stray Kids' Felix has unveiled the first visuals from his 'Desert Cowboy' campaign with Seoul-based brand ATiiSSU. Set against an endless desert landscape, the campaign merges extreme natural environments with Felix's distinct image to propose a new visual narrative. His look—featuring a black leather hat and burgundy metallic jacket—powerfully conveys ATiiSSU's design language, reinterpreting the modern cowboy silhouette with a contemporary edge.

Through this collaboration, ATiiSSU captures both quiet tension and intense heat within the extreme desert setting. Felix's androgynous yet charismatic presence aligns seamlessly with the brand's genderless, experimental aesthetic. The released images transcend traditional fashion photography, hinting at a broader narrative and blurring the lines between fashion and storytelling.

The full film, set to release on April 21, will serve as the campaign's culmination, expanding ATiiSSU's brand universe in a more dimensional way. This collaboration between Felix and the Korean brand sets a new benchmark for partnerships between K-pop artists and domestic fashion labels, drawing attention from the global fashion scene.