PARIS -
French fashion house Dior on Monday named K-pop star Jimin a global brand ambassador, broadcasting the tie-up on social networks with images of the BTS singer in sporty looks with an outdoor flair, designed by Kim Jones.
The move comes as European luxury houses look to tap into the global popularity of K-pop stars, particularly with younger shoppers.
The LVMH-owned label has also forged links with K-pop star Jisoo, of Blackpink, drawing crowds of screaming fans to Paris when she attends the label's runway shows.
Jimin, 27, whose full name is Park Ji-min, is one of the seven-member group BTS, which sparked a worldwide K-Pop frenzy with catchy, upbeat music and dance moves following its debut in 2013.
South Koreans have become the world's biggest spenders per capita on personal luxury goods, splashing out an average of US$325 a year, according to analysts at Morgan Stanley.
The bulk of household wealth in the country, 76 per cent, is held in the real estate market, while housing prices increased considerably in the past couple of years, noted the analysts.
As a seasoned fashion and pop culture enthusiast with a deep understanding of the industry, I can provide valuable insights into the recent collaboration between Dior and K-pop star Jimin. My knowledge extends beyond the surface, allowing me to delve into the cultural and economic implications of this partnership.
The appointment of Jimin as a global brand ambassador for Dior is a strategic move that aligns with the current trend of European luxury houses tapping into the immense popularity of K-pop stars, particularly among younger consumers. This is not an isolated occurrence, as Dior has previously established connections with other K-pop icons, such as Jisoo from Blackpink.
The creative direction of the collaboration is noteworthy, with the sporty looks designed by Kim Jones, showcasing an outdoor flair. Kim Jones, the artistic director of Dior Men's collections, is a prominent figure in the fashion industry known for his innovative designs and ability to blend streetwear with high fashion.
BTS, the group to which Jimin belongs, has been a global sensation since their debut in 2013, igniting a K-pop frenzy with their catchy music and distinctive dance moves. Jimin, at the age of 27, is a key member of this seven-person group, contributing significantly to their success and global appeal.
The article also touches upon the economic aspect, highlighting South Koreans as the world's biggest spenders per capita on personal luxury goods. According to analysts at Morgan Stanley, South Koreans spend an average of US$325 a year on luxury items. The majority of the country's wealth, 76%, is held in the real estate market, a factor that adds depth to the understanding of consumer spending patterns.
In summary, the collaboration between Dior and Jimin is a strategic move to leverage the global popularity of K-pop stars, catering to the preferences of younger consumers. The involvement of Kim Jones in designing sporty outdoor looks adds a unique touch to the partnership, blending luxury fashion with contemporary trends. The article also sheds light on the economic context, emphasizing South Korea's position as a significant market for personal luxury goods.
