Opinion / Why K-pop idols are the new faces of global luxury: from Blackpink’s Lisa representing Celine to Exo’s Kai modelling for Gucci, Korean celebrities can pull in millennial customers from China, the US and beyond
This article is part of Style’s Luxury Column.
5 items cleared from shelves after appearing in BTS’ Bangtan Bomb YouTube series
Pandemic-related travel restrictions have greatly impacted the Korean luxury market. As a result, Korean brands have been trying to reach a more global audience, which has also been more challenging recently. At this year’s New York Fashion Week in mid-February, the Korean government sponsored “Concept Korea”, promoting local designers.
What Mercedes can learn from Louis Vuitton about storytelling
As part of the show, the brands Ul: Kin, Jarret and Wnderkammer all took part, showcasing an eclectic and energetic mix of K-fashion, digital art and K-pop. Jarret promoted its collection with WayV’s YangYang; TXT’s Yeonjun and musician Bibi were walking the runway for Ul: Kin, with Bibi even composing a dedicated track for the event.
How Blackpink’s Jennie, Rosé, Lisa and Jisoo were chosen for Chanel, Saint Laurent, Celine and Dior
What does the Year of the Ox mean for luxury markets in China and beyond?
The thing brands need to watch out for is not to confuse a pretty face with brand storytelling. Brands have often promoted the star more than the star promoted the brand. Going forward, brands will need to develop meticulous online analytics to measure the return on their star investments. Because after all, only when the brand ambassador represents and tells the story of the brand, is brand equity created. If there is no logical fit and no brand storytelling, then the brand actually weakens its positioning. This is the case for all ambassadors, whether Korean or not. Opportunity and risk are closely connected.
- The global success of K-pop and K-drama has sparked a smart shift towards diversity, with Korean faces making ideal global ambassadors for luxury brands
- A recent Concept Korea show at New York Fashion Week didn’t just showcase Korean designers, but K-pop acts including TXT’s Yeonjun and Bibi