Fashion

Key is one of the best fashionistas among K-idols,[41] with his peculiar and particularly appealing style often not afraid to mix colors. In media, his style is compared to fashion icon G-Dragon. Both are known not to follow trends, but instead have their own unique style, mixing elements of the new trends with outdated items.[42] Key has stated that he enjoys to try something new to look different from others and that instead of being constrained by fashion, he cares more about the attitude towards fashion.[43]

Years after his debut, Key has also ventured into the fashion industry. For instance, he collaborated with designer Ko Taeyong on self-designed sweatshirts depicting his dogs and sold them for charity.[44] In addition, he was also promoted to one of S.M. Entertainment's fashion directors and has been designing Shinee's concert outfits since 2015. In 2016, Key collaborated with Japanese illustrator Bridge Ship House for Shinee's fifth Korean concert tour titled SHINee World V. Key's primary goal of the costume directing is a well-balanced combination of Shinee’s identity as a group and each member’s individualities.[45][46][47] In January 2016, Key became a model for Jill Stuart Accessory.[48] A representative explained that Key was chosen for the brand because he has promoted professionally in a variety of areas such as music and broadcasting, which showed an artistic aspect that overlaps with sensual style and fashion concept of the brand.[49] Key also became a special editor for the Korean Elle, sharing his personal lifestyle in a column called 'Key Story', which is released bi-weekly by the magazine.[50] He shared tips on colour contact lenses,[51] cameras,[52] applications,[53] and more. In 2017, Key along with model Irene and fashion brand Charm's worked together to design new apparels which were sold in March.[54]