As Korean Pop has spread well past the borders of South Korea, luxury fashion labels are cozying up to the genre’s megastars
By Jacob Gallagher July 15, 2019 11:31 am ET LAST MONTH IN PARIS, Korean rapper Mino appeared on the catwalk during Louis Vuitton’s spring 2020 fashion show. A member of the Korean pop group Winner, Mino is one of the biggest celebrities of the moment. Within hours of the show, Korean pop culture websites like Soompi and Koreaboo picked up the news, as did American outlets like Vogue.com , E! Online and curiously, Yahoo Finance.
K-pop idols are “major global influencers,” according to Yoona Park, the associate marketing director at W Concept, an 8-year-old online store that sells Korean fashion brands. When a K-Pop idol wears an item, it can sell out at lightning speed, not merely in Korea, but globally. BTS spurs particularly strong retail ripple effects: Ms. Park noted that in April, when the band wore sneakers by Korean label Andersson Bell to the BBC Music Awards, they “sold out immediately” on W Concept.
Bands and record labels meticulously curate the artists’ looks. According to Billboard’s Mr. Benjamin, groups can have “half a dozen stylists” traveling with them on tour. K-Pop idols tend to embrace flashy fashions. G-Dragon has been known to wear women’s clothes, particularly Chanel tweed jackets and purses, while V, a singer in BTS, recently performed in a silk Kith & Versace shirt with an exaggerated, easy-to-spot logo.
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