(CNN) – Earlier this month outside the Prada menswear show in Milan, The street was filled with screaming fans, most of whom flocked to the Korean pop group Enhipen., who attended the event. Devotees sometimes broke down singing boy band hits.
“These Italian kids are really learning Korean!” Editor-in-chief of Perfect magazine, Brian Yambaoshe said as she sat in the car after the show.
A few years ago such a sight would have been a rarity.: Most events attracted only small groups of fans stationed to watch the celebrity’s arrival. But as South Korean pop music is fast becoming a global obsession and Luxury mega-brands are increasingly signing deals with top starsYoung fans of K-pop groups have become a fixture.
The phenomenon shows no signs of slowing down: In the past week alone, Korean stars like EXO’s Kai in Gucci, Anhyphen in Prada, and J-Hope (from supergroup BTS) have appeared in Louis Vuitton. Has helped light up social media with men’s fashion. On Monday, Dior announced it had signed a partnership with BTS member Jimin, who will perform at his show on Friday, while Valentino inked a deal with the group’s rapper Suga. (BTS, as a group, is currently on leave due to the members’ military service.)
Even notoriously low-key “stealth wealth” house Bottega Veneta is currently in talks with the BTS member to secure a menswear deal., according to sources close to the brand and the band. And over the past few seasons of womenswear, Blackpink members Lisa (Celine ambassador), Jisoo (in Dior) and Jenny (in Chanel) have attracted growing hordes of fans and generated valuable buzz online.
The rise of K-pop supergroups, whose influence spread to Asia in the 2010s before catching fire in Europe and America, coincided with Korean cultural explosions in other media, such as the streaming sensation Squid Game and “Parasite” and ” Hit movies like “Minari”. , “The audience of Korean talent, long prized by brands for their almost fanatical level of social media engagement from their followers, It has only grown in recent years, both nationally and internationally.
“We are at this juncture where Korean influence is at the heart of the cultural ethos,” said Alison Browning, marketing director at fashion consultancy Launchmetrics. “Brands are looking for ways to be active globally, and Korean talent is doing it.”
South Korean talents become biggest celebrity voices boosting media exposure During Fashion Week for Milan’s Fall-Winter 2021 womenswear season, and 41 percent of celebrities and influencers social media post or discuss them, according to LaunchMetrics.
The share may have risen to 50% at the recent Milan Men’s Fashion Week.According to estimates by fashion agency Carla Otto and marketing consultant Lefty.
The online influence of Korean stars can surpass even the most famous and digitally savvy Western talent: for example, a partnership between Kim Kardashian and Dolce & Gabbana, for which the reality star and mega-influencer “choosing” and designing The brand’s September 2022 show generated $4.6 million worth of headlines and online visibility, according to Launchmetrics. Even then, Blackpink star Jisoo did $7 million worth of publicity for Dior’s show in Paris that same season.Mostly just for show.
from south korea to the world
Last year, South Korea continues to be an attractive destination for luxury brands in Asian markets, as sales reached a record. A recent Morgan Stanley report found that the market was up nearly 40 percent compared to pre-pandemic levels in 2019.
citizen of South Korea is now the world’s largest consumer of luxury goods per capita, and “For many major brands such as Prada, Moncler, Bottega Veneta, or Burberry, we believe that Korean nationals now account for 10 percent or more of their total retail business.” Sell,” wrote analyst Eduard Aubin.
But the increased momentum of luxury partnerships with Korean talents is not being driven solely by the growing importance of the market Local of star
In China, K-pop supergroups are so famous that the Chinese government has tried to crack down on what it sees as “irrational” behavior by members of K-pop fan clubs, such as selling too much of an album to increase sales. buy more copies. Favorite. Work. K-pop acts are also very popular in the small but growing market of Southeast Asia. generally, Asian consumers are likely, and the stars most likely to reach themHeadlines loom large this year as growth is expected to slow in the US and Europe, which have boosted the luxury industry since the end of the pandemic.
out of reach
The appeal of working K-pop stars is beyond their grasp: Artists are rigorously trained and closely supervised by a strict system of studios that craft, control, and fiercely protect their images. This means they bear minimal reputational risk to the brands they work with.
According to fashion executives involved in the recent wave of K-pop partnerships, Deals with these stars are also considered good investments because of their greater “directive” influence. is among his audience. Fans are apparently less shy than many Western artists about recommending brands or products. In turn, their fans often see buying the products that the stars promote as a way of showing love for their favorite acts.
Still, industry sources say the deals aren’t just about boosting sales. K-pop stars often dress plainly and are willing to experiment with fashion as a way to differentiate themselves within their respective supergroups. This makes them an exciting partner for brands and designers looking to create exciting and memorable fashion moments.
Suga “understands fashion deeply”And it has become “an important inspiration and starting point” for designer Pierpaolo Piccioli this year, said a Valentino spokesperson.
at fashion week Brands seem happy to feed the fire of local K-pop fans who attend their events. Dior also sent out a statement last Thursday confirming that Jimin will be participating in their upcoming menswear runway show. The “show” is an opportunity to celebrate Dior’s relationship with a 21st-century pop icon, the member of BTS, the brand said.