BlackPink, the most prominent K-pop girl group, each represents at least two luxury brands - Photo: YG
Over the past decade, the Hallyu wave has not only taken the music and film industry by storm, but has also created a strong boom in the global fashion industry.
K-pop stars are now becoming the faces of a host of luxury fashion brands, from Gucci, Chanel, Louis Vuitton to Dior and Prada.
What makes K-pop idols the top choice of the "big guys" in the fashion industry?
The global influence of K-pop stars
According to a recent study by HypeAuditor , K-pop stars hold 7 of the top 10 spots for most-liked Instagram accounts.
For brands, this level of interaction between influencers and their audience is a gold mine.
BTS is known as the pop music icon of the 21st century - Photo: Big Hit
What sets K-pop idols apart from traditional influencers is the pursuit of brands.
Instead of having to look for collaboration opportunities, brands themselves are willing to pay large sums of money just to have a small tag appear on a K-pop star's post.
Last year, for example, about 30 K-pop stars were chosen to become the new faces of fashion brands, including Versace and Dior.
Most notable is the influence of BTS's Jungkook when promoting Calvin Klein products.
At the time of the announcement, the Calvin Klein website crashed due to the large amount of traffic. Videos related to the male idol attracted more than 20 million views and several million likes in just 1 day of posting, bringing the brand's Instagram account to the peak of interaction.
This year, BlackPink's Jisoo spent more time acting and doing fashion than singing - Photo: X
In just the past 3 months, BlackPink member Lisa, BTS's Jin and aespa's Karina have also been announced as brand ambassadors for Louis Vuitton, Gucci and Prada respectively.
Most recently, media and fashion/influencer analysis site Lefty announced BlackPink's Jisoo as the standout star at New York Fashion Week Spring Summer 2025.
The hashtag #jisooxtommyhilfigerss25 was used more than 240,000 times, surpassing the event's main hashtag.
The female singer brought in a media value of up to 8 million USD (about 196 billion VND) in the EMV brand ranking, helping Tommy Hilfiger lead the list of prominent brands at fashion week.
Sometimes, the appearance of K-pop stars at fashion weeks creates a stronger craze than the release of new music products.
Lisa is a prime example. The hashtag #LisaXLouisVuittonSS25 attracted 1.1 million tweets in just one day, while her latest track, Moonlit Floor , only reached half the number of discussions in the same period.
Why do luxury brands choose K-pop stars?
Luxury brands often target markets where their products are status symbols, and few industries demonstrate this more clearly than K-pop.
Fans not only trust but also aspire to emulate their idols' lifestyles, often willing to spend money on products that their favorite stars promote.
According to a survey by Korea JoongAng Daily , an elementary school teacher said that more and more students are wearing clothes from high-end brands such as Moncler, Burberry and Fendi to school. Notably, this frequency has increased significantly among middle and high school students.
Stray Kids made history as the first K-pop group to attend the Met Gala wearing Tommy Hilfiger - Photo: X
Alison Bringe - market director at data technology company Launchmetrics explains why K-pop has its own fan base.
So by partnering with them, brands not only get a lot of press attention, but also reach out to their huge community of followers.
The support from various sources for K-pop idols is creating significantly higher media value than Western stars.
Jin BTS and Hanni NewJeans, two Gucci ambassadors, caused a stir in Milan - Photo: Vogue
For example, Jin BTS and Hanni NewJeans, two Gucci ambassadors, attracted more than 100,000 tweets in just a few hours after their photos of them departing for the show in Milan were posted, pushing the hashtag #GucciSS25 to the top of global trends.
Not only that, the fitting sessions and after parties also created a wave of heated discussions before and after the show.
Never before has the fashion world received such special attention and spread so strongly.
It can be said that with such a strong influence, fashion is playing an important role in K-pop, and vice versa, K-pop also has a great influence on the global fashion industry.
Source: https://tuoitre.vn/sao-k-pop-la-lua-chon-hang-dau-cua-cac-thuong-hieu-thoi-trang-xa-xi-20241013111011876.htm
Comment (0)