How Korean stars are dictating what sells in fashion
South Korea has established itself as the ultimate center of coolness, a trendsetter for music, beauty, literature, and technology. Its celebrities, churned out by K-dramas, variety shows, and K-pop, are catapulted to global fame.
It’s no surprise that major fashion houses worldwide compete for a share of the spotlight, inviting Korean stars to grace their runways and attend high-profile fashion shows. Investments in these celebrities often yield great results, tapping into a market that obsesses over anything their favorites wear and use. Most importantly, they help brands reach Gen Z consumers, who are more likely to favor fast fashion over signature luxury brands. This year, we have seen more artists getting signed as ambassadors for different brands.
Lisa at LV, Jin at Gucci
Blackpink’s influence has not wavered one bit. Jisoo, Jennie, Rosé, and Lisa have become front-row staples of runway shows. This year, Lisa became a house ambassador for Louis Vuitton. The maison dressed her up for the red carpet of the MTV Video Music Awards, where she went home as winner of Best K-pop. She also got her pair of wings at the Victoria’s Secret fashion show, where she performed her songs “Rockstar” and “Moonlit Floor.”
BTS’ Jin went from military service straight to the runway shows, with Gucci securing him as their global ambassador barely three months after his discharge. But the Italian fashion house wasn’t the only one that acted quickly. Fred Jewelry, Alo Yoga, and Laneige also enlisted Jin, with Korean beauty brand Laneige naming him their first male global ambassador. This could be a preview of what’s to come when the other BTS members leave military service next year.
Like Jin, NewJeans’ Hanni also attended Gucci’s Milan fashion show as new face of the brand as well. Her fellow NewJeans member Danielle recently secured a deal with watch company Omega. The group is currently facing a lot of uncertainties because of the ongoing drama between their agency Ador and Hybe. It’s interesting to watch how the group will move forward from this.
From Calvin Klein to Prada
There are brands that have entrusted their campaigns to Korean stars, judging by the number of ambassadors they have signed this year. Calvin Klein quickly followed up the success of their campaign with Blackpink Jennie and BTS Jungkook by getting three male idols and one girl group for their brand for this year.
NewJeans continues their dominance in the fashion industry by securing an ambassadorship deal with Calvin Klein. The brand also enlisted Seventeen’s Mingyu, Astro’s Cha Eun-woo, and just this month, ATEEZ’s Mingi as their brand ambassadors. Clearly, Calvin Klein enjoys the reception of fans.
Enhypen must have had a good experience with Prada, which also signed up a number of Korean stars. “Lovely Runner” star Byeon Woo-seok joined the fashion house this year. Aespa’s leader Karina was tapped for the Gen Z market, while NCT 127’s Jaehyun is all smiles in his Instagram posts whenever he wears the brand.
Cartier also beefed up their lineup of K-pop ambassadors with GOT7’s Jackson Wang and Stray Kids’ Hyunjin. One of Wang’s iconic outings with the brand was last year’s Met Gala in New York, where he jazzed up his black ensemble with pieces from Cartier. Hyunjin had been wearing pieces from the French jeweler in several magazine shoots before they made their partnership official.
Actress Kim Ji-won has no reason to cry as she secured herself a Bulgari ambassadorship this year. The talented actress has become a household name after the hit series “Queen of Tears.” Joining her is Seventeen’s Mingyu, who is also a fashion industry favorite.
Savvy Donatella
Mingyu is not the only Seventeen member who became the face of a brand this year. Diesel got Hoshi to shill for their edgy style; DK looked perfect in his Bally leather jacket; and Joshua kept himself warm with the cashmere of Barrie. Tomorrow X Together’s Yeonjun is also warm and comfortable as outerwear brand Moncler’s global ambassador.
There’s probably no creative director as savvy as Donatella Versace in courting K-pop fans. She constantly showers Hyunjin with praises and even goes as far as crowning him a “Versace prince.” This year, she tapped Ningning of Aespa as Versace’s latest global ambassador. The Versace creative chief continues to win fans over with her showing love to Ningning online.
NCT’s Ten was the talk of the town when he attended Paris Fashion Week in a Saint Laurent black polka dot halter top and black pinstripe pants, giving himself an androgynous look. Two days later, the maison announced that Ten was enlisted as global ambassador. Ten is a member of WayV, a subunit of NCT.
Girls’ Generation’s Yoona is mesmerizing as Valentino’s brand ambassador. This appointment is a testament to her staying power. She has evolved into a multi-hyphenated talent who takes on singing, acting, and hosting.
The fashion takeover of Korean stars is truly inevitable. There are many friends of fashion houses who were spotted in the front row this year and who also trended on social media platforms. We expect more artists to join the ranks of these ambassadors in the future.
