Kpop Stars are the Biggest Influences at Fashion Week
Tiya Antony
Fashion News Editor
September is known in the fashion industry for having a couple fashion weeks from New York, London, Milan, and Paris. They are meant to showcase the latest collections and fashion that will be on sale for the upcoming season by known brands and designers. Asia is a key continent when it comes to fashion industry growth, sales, and engagement due to the mass population, diversity, and celebrity influence. Within the recent years, it has been clear the Korean pop stars are a staple at all major fashion events and this year is no different.
Numerous K-pop celebrities were in attendance during the fashion week shows, which makes sense considering that luxury brands are growing in their partnerships with Korean celebrities. The loyal fans and global outreach of the celebrities are driving up the desirability of luxury brands and increasing the engagement that people are having with the brands. Luxury brands have more Asian celebrities associated with them because brands can reach greater platform engagement and sometimes can gain greater profits than can be reached with western ambassadors. For example, Jisoo of Blackpink was at the Dior show last year and totaled a media impact value of 8.1 million dollars for Dior, compared to Robert Pattinson for 2.7 million dollars or Jennifer Lawrence with a media impact value of 4.5 million dollars.
Fashion brands are using Korean celebrities to their advantage due to the large local and global popularity that they hold in pop culture, fashion, and music. This is especially beneficial at a time when people want to embrace diversity and representation, as well as see cultural growth from all ethnicities. Jisoo, being a global ambassador for Dior, was seen at the Dior Spring/Summer show while her Blackpink co-member Rose attended the Saint Laurent show. Known as the ‘Balmain Prince,’ Hongjoong of Ateez appeared at the Balmain show.
San from Ateez was captured at the Milan Fashion Week for the Dolce and Gabbana show wearing all white and opted for an all-black look for the afterparty. Earlier this year, San was at a Dolce & Gabbana show wearing a baroque harness. Yeji from Itzy was also in attendance wearing an all-black outfit, with a veil, and bright red lips.
BTS member Jin was recently titled a global brand ambassador of Gucci after returning from his military enlistment. He was spotted at the Gucci show wearing a brown and maroon outfit.
Some other notable appearances were Karina, from the girl group Aespa, and all seven Enhyphen members at the Prada Show. Stray Kids member Hyunjin attended the Versace show wearing a patterned shirt with a black necklace. Hyunjin wore a black turtleneck and long red jacket for the afterparty. Dahyun, from girl group Twice, made her runway debut at the Michael Kors show in New York wearing a brown dress.
Contact Tiya at antonyti@shu.edu