Beyond the global music and OTT markets, Hallyu has taken over the fashion world.
From Fashion Weeks in New York, London, Milan and Paris, the four major fashion shows described as the “dream scene” of fashion designers around the world, to luxury brands that lead fashion trends, the global fashion industry has been busy trying to get K stars in the first row this year.
K-pop idols, the hub of the Hallyu Wave including BLACKPINK, Red Velvet, aespa, IVE and ASTRO, as well as actors Lee Min Ho, Yoo Ah In, Jung Ho Yeon and IU, and many more Hallyu stars, heated up the photo wallpaper of this year’s Fashion Weeks.
Fashion Week refers to a week with intensive fashion shows by various fashion designers and brands. In particular, Paris Fashion Week, which has the largest scale and history among the four major fashion shows, sent out more invitations to K-stars than ever before.
During Paris Fashion Week, which ran from September 26 to October 4, the power of BLACKPINK members in the fashion world was particularly strong. Jennie, who has been Chanel’s global ambassador since 2017 and nicknamed “Human Chanel”, attended the 2023 F/W Ready-to-Wear show last month and lit up Paris Fashion Week brilliantly. Jenny was sitting in the front row of a fashion show taking pictures with the famous Hollywood actress Kristen Stewart.
Jisoo and Rosé have also participated in fashion shows of the designer brands they are ambassadors for. Jisoo watched the Dior show alongside Dior President and CEO Pietro Beccari. On the same day, at the Saint Laurent S/S 2023 show, Rosé stunned in a V-neck dress and black suit.
In 2021, aespa, a leading fourth generation girl group, became the first female K-pop artist with all members elected as Givenchy ambassadors. IVE’s Jang Wonyoung, a top fourth-generation idol nicknamed “It girl”, has participated in fashion shows abroad as an ambassador for Miu Miu and Chaumet. “Face Genius” by ASTRO’s Cha Eun Woo also appeared at the Dior show.
Actor-turned-model Jung Ho Yeon, who became a star overnight after the film “Squid Game”, ran the runway at the Louis Vuitton fashion show as a global brand ambassador. During her modeling career, she had the experience of walking the runway for this brand. In March, she led the opening and final of the F/W Louis Vuitton show.
K-pop stars also dominated Milan Fashion Week. Actors Yoo Ah In, Lee Min Ho, Kim Tae Ri, Kim Da Mi, singer and actress IU, Red Velvet Joy, TWICE Sana and Chae Young were the center of attention at the event.
In particular, Lee Min Ho proved how much influence Hallyu stars can have in Milan. Lee Min Ho attended Milan Fashion Week as a global ambassador for Boss. He also watched a special fashion show in New York celebrating the 25th anniversary of the birth of the Fendi baguette bag in the front row as its Korean ambassador. Foreign media reported that Lee Min Ho beat model Alessandra Ambrosio and rapper Kanye West to become the most popular celebrity during Milan Fashion Week 2022.
This leads to the question. Why do the world’s biggest luxury brands invite Hallyu stars and how much influence does K-Star have on the fashion industry?
Seol Soo Young, director of Vizucom, which promotes global fashion brands, analyzed that “K-pop idols who have formed a global fandom have an optimized system to disseminate their fashion style through global tours and YouTube.” In addition, she emphasized: “These celebrities are carefully managed by their agencies, which can minimize the risk of moral damage or privacy leakage better than other foreign artists.”
Director Seol explained, “So fashion houses have no choice but to send their love calls to Korean artists who can give them the best impact in terms of brand affinity and ripple effect.”