As of March 14th, Prada has officially terminated its contract with Kim Soo Hyun, ending their ambassador partnership.

According to an exclusive report by HeraldPOP, Prada decided to cancel the collaboration due to the severity of the ongoing controversy surrounding the actor.

Kim Soo Hyun has been facing intense backlash following allegations that he had been in a relationship with the late Kim Sae Ron since her teenage years. This has led to growing criticism, with several brands severing ties with him. Some brands have announced they will not renew their contracts, and others have already taken down promotional material featuring him. In light of the mounting controversy, Prada's decision appears to be a strategic move to protect the brand's image.

In response, Kim Soo Hyun's agency, Gold Medalist, issued a statement denying the allegations. The agency stressed that Kim had been struggling with significant psychological distress and clarified that his relationship with Kim Sae Ron began after she reached adulthood, and they were in a relationship for two years as adults.

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