Coach has announced artist and rapper Youngji Lee as the new global ambassador—the first ever hailing from Korea.

“I’m thrilled to be an ambassador for Coach, a brand that I enjoy wearing and that inspires me,” says Youngji Lee in a statement. “I can’t wait to share what we’ve been working on together and excited to continue to share my story as part of our collaborations.”

Youngji taught herself to rap early on and gained recognition as the youngest and first female winner of the “High School Rapper” reality TV show. She further solidified her position as an emerging artist by winning the rap competition “Show Me the Money,” becoming the first female rapper in eleven seasons to do so, and making history as the only artist to secure victories in both reality series.

“Youngji is someone who inspires others by being herself,” said Creative Director Stuart Vevers. “She reflects the spirit of confidence and self-expression that we champion at Coach, as well as our vision for a more inclusive fashion world through the Coach family.”

To kickstart the collaboration, Youngji Lee will be featured in Coach’s upcoming Fall 2023 campaign.