Fashion
Luxury houses continue to bet on K-pop, enlisting 4th gen groups as ambassadors.
Luxury houses continue to bet on K-pop, enlisting 4th gen groups as ambassadors.
Last week, Gucci announced that Hanni of NewJeans — one of K-pop‘s most exciting rookies put together by industry veteran Min Hee-jin (she’s the name behind some of South Korea‘s most iconic names, such as Girls’ Generation, f(x) and SHINee) — would join its roster of brand ambassadors ahead of its now-canceled “Cosmogonie” show in Seoul. The news shortly followed with Dior appearing to follow the quintet on Twitter as pointed out by their fans Bunnies, sparking rumors of another brand partnership with the rising music act.
Ever since the global rise of K-pop — take BLACKPINK and BTS for example — it’s no surprise that luxury brands are looking to these groups for endorsem*nt. Prior to Hanni, Gucci had already signed with musician IU and Squid Game star Lee Jung-jae, while Dior is famously known for its deal with BLACKPINK’s Jisoo. The list goes on: Jennie x Chanel, Rosé x Saint Laurent, Lisa x CELINE, BTS x Louis Vuitton… And the reach has gone beyond K-pop thanks to the global popularity of K-dramas and Korean movies, as well as sports as seen from soccer player Son Heung-min, aka Sonny, who has landed partnerships with Burberry and Calvin Klein.
K-pop is becoming an integral part of brands’ successful marketing formulas. With cases like Dior (Jisoo brought in the highest earned media value and engagement rate for the house this past Paris Fashion Week), brands are betting on the industry’s 4th gen rookie acts, making sure they jump on the buzz before their competitors do. In September, Loewe tapped NMIXX as its brand ambassador, just seven months into the septet’s debut. This is all part of fashion houses’ schemes to birth the equivalent to what Chanel and Dior have done, by making Jennie the “human Chanel” and Jisoo the “human Dior.”
The general public outside of South Korea may not be the most familiar with these 4th gen K-pop groups, but with such a large, cult following, these rising stars bring brands the engagement they need. In recent seasons, Miu Miu has continued to partner with IVE’s Jang Won-young, another K-pop artist following in the footsteps of her senior, Girls’ Generation member Yoona Lim.
It’s come to a point where if you’re a major luxury fashion brand, you most likely will have a Korean artist present at your fashion show. aespa, SM Entertainment‘s virtual hybrid group, was one of many K-pop stars that were at PFW this fall, attending Matthew M. Williams‘ Givenchy presentation.
“Consumers worldwide are taking more interest in K-content featuring K-fashion, thanks to K-pop. The strategy behind naming a K-pop star a global brand ambassador isn’t as simple as it looks — it’s about building the value and image of a brand. This is especially applicable to the Millennial and Gen Z demographic as they gain more purchasing power,” says Lim Ji Yeon from the Samsung Fashion Research Institute. An article published by JoongAng Daily also points out that brands are scrambling to discover the “next big” K-pop group as the overall cycle of of these artists are getting shorter and shorter.
So, it completely makes sense that Gucci would enlist Hanni of NewJeans its brand ambassador. It’s only a matter of time before we start seeing the remaining artists in the group — Minji, Haerin, Danielle and Hyein — sign with some of today’s hottest fashion brands. So far, we’ve seen them attending events for brands like Chanel and Diesel, which could hint at their upcoming partnerships.
FAQs
K-pop's influence goes beyond the music industry, with fashion being a fundamental role in defining the visual identity of a group. K-pop artists, commonly referred to as “idols”, transcend cultural and language barriers, to introduce elements of South Korean culture to the global fashion scene.
What is the positive effect of K-pop? ›
K-pop's visuality and musicality can influence the perception of Korea as a travel destination . Overall, K-pop culture can inspire students, enhance their language skills, and promote cultural exchange and tourism.
Why is K-pop so influential? ›
– K-pop and Korean dramas provided a form of escapism and a virtual community for fans. The drive of Korean pop culture is about constant evolution, reflecting Korea's narrative while also being flexible enough to incorporate international tastes, which keeps it growing and maintaining its global presence.
What is the influence of K-pop? ›
K-pop has influenced the global music scene by fusing with a variety of music genres such as pop, hip-hop, R&B, funk, rap, and rock. K-pop is even considered its own genre, as BTS famously claims.
How is fashion influenced by pop culture? ›
Fashion has long been a way for people to express their individuality and creativity. Pop culture is its primary driver. It influences fashion because of its power to influence our preferences, lifestyles, and choices. Pop culture affects our fashion choices by shaping society's trends and how we communicate.
What is the sense of K-pop fashion? ›
K-pop fashion is unique in its blend of various styles, colors, and trends, creating a distinct aesthetic that is instantly recognizable. Here are some of the key characteristics that define K-pop fashion: Bold Colors and Patterns: K-pop fashion is known for its use of vibrant colors and bold patterns.
How has K-pop impacted society? ›
Originating in South Korea, the wave of KPOP has not only swept across the world only by its music, but a whole business system including music, movie, drama, fashion, cuisine and even lifestyle has been established. 'KPOP' has become a cultural icon, a powerful industry with non-stop potential.
How has K-pop influenced American culture? ›
It has especially influenced American music culture by becoming one of the most popular foreign genres of pop music in the United States with new introductions of groups like BTS gaining fans by the day. With Korean pop's presence, emphasis on performance and a larger appeal to more demographics have been introduced.
What are the psychological effects of K-pop? ›
K-Pop fanship was a significant predictor of increased happiness, self-esteem and social connectedness. The study findings advance the application of social identity theory in a K-Pop fan context and the psychological fanship research more broadly.
Which is the most powerful K-pop in the world? ›
BTS has become a global phenomenon
- BTS. With their chart-topping hits, mesmerising performances, and devoted fanbase (ARMY), BTS has transcended boundaries to become a global phenomenon, redefining the possibilities for K-pop on the world stage.
- BLACKPINK. ...
- EXO. ...
- Stray Kids. ...
- Girls' Generation (SNSD) ...
- 2NE1. ...
- BIGBANG. ...
- TWICE.
K-POP songs often feature numerous catchy and addictive melodies due to several key factors. Firstly, K-POP songs are known for their "hook effect," where specific melodies and rhythms are repeated extensively to captivate listeners, making the songs memorable and engaging.
What is the point of K-pop? ›
K-pop is a cultural product that features "values, identity and meanings that go beyond their strictly commercial value."
What are the positive aspects of K-pop? ›
K-Pop serves as a catalyst for cultural exchange, bridging gaps between nations and fostering a deeper understanding of Korean culture. Through K-Pop, fans worldwide gain exposure to Korean language, customs, and traditions, fostering curiosity and appreciation.
How has Korean culture impacted the world? ›
South Korea, in particular, has become a powerhouse of integrating culture into Western media; the remarkable success of K-pop groups, the record-breaking rise of Netlflix's “Squid Game,” and the widespread embrace of Korean cuisine, for example, reveal the country's unparalleled impact on international business.
How does pop culture influence life? ›
Pop culture has the power to start conversations and build your relationships with your family and friends. When new books, movies and games come out, you're exposed to new ideas, new stories, new characters and even new writers and artists who bring their own experiences into pop culture.
What style is K-pop inspired by? ›
Initially inspired by Western pop, particularly American and European styles, K-pop gradually cultivated its distinct sound by blending pop, hip-hop, R&B, electronic dance music, and traditional Korean elements, captivating audiences globally.
Why is Korean fashion so popular? ›
South Korean fashion has maintained a unique style which has influenced worldwide trends. South Korea's style is known for being expressive and reflecting a sense of individuality, which are absent from the style of its northern counterpart, North Korea.
What is the fashion impact of BTS? ›
BTS has significantly influenced fashion trends among youth through their diverse and impactful styles. Research shows that BTS combines classic and modern elements in their fashion choices, such as straight silhouettes, achromatic colors, and vivid casual wear.
