LONDON — The world is buzzing about K-pop. Their growing cultural influence has a tangible impact on the fashion industry. According to Launchmetrics, Asian stars contributed to a 98 percent year-over-year increase in the media impact value (MIV) of Paris Men’s Fashion Week in June, reaching $163.3 million. Similarly, during Milan Fashion Week for spring 2023, South Korean boy band Enhypen generated $7 million in MIV. Luxury brands have taken notice and have signed K-pop celebrities as brand ambassadors. For instance, Jennie from the girl group Blackpink has been a brand ambassador for Chanel since 2017, Lisa has been a Bulgari ambassador since 2020 and the face of Celine since 2021, Rosé became the face of Saint Laurent in 2020 and Tiffany & Co. in 2021, and Jisoo was named global ambassador of Dior in 2021. However, in addition to representing fashion conglomerates, K-pop musicians have also supported young designers like Lucila Safdie, Shushu/Tong, and Fancì Club. Here are some smaller brands favored by the K-pop community.
Lucila Safdie: Lucila Safdie’s first collection, titled “Lick the Star,” was featured in K-pop girl group NewJeans’ music video for their viral song “Super Shy.” Safdie’s brand, which highlights girlhood with frills and ultra short-shorts, has resonated with the revival of the early 2000s and indie sleaze aesthetics. She will soon release her new collection, titled “Girls Don’t Cry,” inspired by teenage girls hanging out at malls after school.
Fancì Club: Fancì Club has gained popularity among young women due to its uber-feminine, flouncy styles. Blackpink stars Jisoo and Lisa, along with Chaewon and Hong Eunchae from Le SSerafim, have been seen wearing the brand’s sheer mesh dresses. Fancì Club, based in Vietnam, also offers custom corseted looks in metallic gold and silver for Lisa during Blackpink’s world tour.
Joe Gush: BTS’ V has been seen wearing a sweater from Joe Gush. The brand offers unisex clothing heavily inspired by music subcultures, particularly rock ‘n’ roll. Classic and abstract homages to the genre include a heavily distressed cable knit sweater and graphic T-shirts featuring adorable kittens with “My cat is a rockstar” printed on them.
Shushu/Tong: Shushu/Tong was founded by Shanghai-based design duo Liushu Lei and Yutong Jiang. The brand redefines traditionally feminine clothing as a symbol of strength. Stars like Twice and Aespa’s Ningning have been spotted wearing their cutesy detailing offset by exaggerated babydoll silhouettes and sailor collars that reference the 90s kinderwhore trend.
2000 Archive: South Korean label 2000 Archive, founded by Daeun Hong and Yoon In, both graduates of Saint Martins, has been championed by members of Le SSerafim, Aespa, Twice, (G)I-dle, and NewJeans. The brand combines archetypal femininity with masculinity, featuring cropped baby T-shirts in a camo print and football jerseys with star detailing and images of cute puppies. Their newest collection continues this theme, reimagining sporty styles with tongue-in-cheek graphics.
Aniye Records: Aniye Records specializes in rock star glamour, making it a favorite among K-pop stars like (G)I-dle’s Minnie, Aespa’s Ningning, and Blackpink’s Rose and Lisa. The Italian label reworked military wear for their latest collection, showcasing their signature romantic-meets-rocker sensibilities during Milan Fashion Week.
Sur8ery: Korean brand Sur8ery specializes in denim in all its forms — distressed, flocked, frayed, patchworked, bleached. BTS’ V was seen wearing a pair of light wash jeans with twisted detailing at the knees from Sur8ery.
Æ Synctx: Dystopian techwear is the focus of Æ Synctx. Classic silhouettes are subverted with added pockets and ruching, as seen on NewJeans. Aespa member Ningning was spotted wearing a washed halter mini dress and asymmetric leg warmers from the brand.
