The Dominance of K-pop in Fashion Week

Editor’s Note: This article originally appeared on The Business of Fashion and is published here in partnership with CNN Style. Outside Prada’s recent menswear show in Milan, the streets were filled with enthusiastic fans, many of whom were there to see the Korean pop group Enhypen, who attended the event. In the past, it would have been rare to see such a fervent crowd, but as K-pop continues to gain global popularity and luxury brands sign more deals with its leading stars, the fanatical followers of these groups have become a regular presence. In recent weeks, appearances by Korean stars like EXO’s Kai at Gucci, Enhypen at Prada, and J-Hope from BTS at Louis Vuitton have sparked a frenzy on social media. Major fashion brands including Dior and Valentino have also partnered with BTS members Jimin and Suga. The rise of K-pop supergroups has coincided with a surge in Korean cultural influence worldwide. Korean talents are highly sought after by brands for their dedicated social media followers. These talents have become the most important celebrity voices during fashion week, generating a significant amount of buzz and engagement for brands. South Korean nationals are now the world’s biggest spenders on luxury goods per capita, making them an attractive market for luxury brands. Additionally, K-pop supergroups have a large following in China and other Southeast Asian markets. The appeal of working with K-pop stars goes beyond their reach. They are highly trained and closely monitored, ensuring minimal reputational risk for brands. K-pop stars also have a strong influence over their audience and are more open to endorsing brands and products. This, in turn, motivates their fans to purchase the endorsed products as an expression of support for their favorite acts. Deals with K-pop stars are not only about boosting sales but also about creating exciting fashion moments. These stars are known for their expressive fashion choices and willingness to experiment, making them valuable partners for brands and designers. Luxury brands are embracing the fervor of local K-pop fans at their events and are excited to collaborate with these stars. The influence of Korean talents in the fashion industry is expected to continue growing as markets in the US and Europe slow down.