The success of the icons K-pop it is far from passing, indeed it could be just the beginning of a growing phenomenon that is affecting the fashion system: the unbridled run-up to the global ambassador (see also: idol) Korean.
Let’s refresh your memory, «K-pop» stands for Korean popular musica musical genre that – seeing is believing the hordes of girls at the entrance to the latest Prada fashion show in Milan to spot the Enhypen – is loved Also in Italy. But the success of a K-pop icon isn’t built only on his singing performances: the dress doesn’t make the monk, however so that the dress makes the K-pop icon. And it’s not just any dress either.
An oceanic crowd for the Korean boy band, guest of the fashion show dedicated to menswear for the next Autumn-Winter of the Milanese maison. On the platform, however, here is a renewed but sophisticated simplicity made up of easy, captivating, salable pieces
In the early days of the phenomenon there was (a lot) talk about eK-pop aesthetics: very fluid, very genderless, also an inspiration for those who adore soft boy-style looks. In Italy you have found thriving ground, because of genderless fashion in Milan Fashion Week there are starting to be enough of them, and emerging designers are essentially defending it with drawn sword.
The big names in Italian fashion certainly do not stand still and observe: the new generations – millennials and Gen Z – do like genderless aesthetics, but they also and above all like that of Korean idols. The observation paves the way for a double reflection: on the one hand, the desire to attract younger people (also proved by the presence of many fashion houses on TikTok); on the other, the need for a Korean global ambassador to open the doors to the Asian market. But why exactly there Korea? Thinking it’s all about the K-pop craze would be a bit like jumping to conclusions.
From the outbreak of Covid to today, it has not been easy years for China (which is only now beginning to reopen to the rest of the world). In the flagship market, boutiques have remained closed, online shopping has slowed down due to lockdowns, events and fashion shows have been postponed until better times. Neighboring South Korea has appeared as the solution for many: in 2021 Louis Vuitton showed in Seoulin 2022 instead it was the turn of Dior. And what better way to strengthen your presence in the Korean market than by also choosing ambassadors?
The news of the fashion system confirms the upstream thesis: the run-up to the Korean ambassador is a phenomenon that has come to stay. Last October, Gucci chose Hanni as testimonial: the voice of the k-pop group New jeans. Then there’s the rival group, le Blackpinkof which Rose is testimonial for both Tiffany & Co. both for Saint Laurent; Lisa for Bulgari and Celine; jennie for Chanel.
for a few days, the house Dior has recently announced that it will be the singer and dancer Jimin – group icon BTS extensionAlso known as bangtan boys – to represent her in Korea. «This special bond – reads the official note – now more than ever confirms his friendship with the e brand Kim Jones (creative director of the men’s division, ed), who in 2019 designed the costumes for the BTS extension». Jimin therefore embodies the Dior spirit, which from now on will be the fashion house that will sign his looks.
It doesn’t end there, because the K-pop group BTS extension to which Jimin belongs is made up of seven artists, and one of them (others) is SUGA, who has just become an ambassador of Valentine. Or rather, a DIVAS: a play on words with which the fashion house led by creative director Pierpaolo Piccioli intends the sum of the words Different Values: «the essence of authenticity, evolutionary ideals and diversity that lead to change and transmit the values of the Maison» .
«SUGA is a multifaceted artist – said Pierpaolo Piccioli – he is an interpreter and uses his talent and his work to express himself with energy and authenticity. He perfectly embodies everything the DI.VA testimonials represent: diversity, inclusiveness, creativity and passion ». In addition, SUGA will be the protagonist of the campaign Maison Valentino Essentials: a reflection on today’s man’s wardrobe, exploring contemporary masculinity and what it means for the brand. And the K-pop craze continues…
Source: Vanity Fair
I’m Susan Karen, a professional writer and editor at World Stock Market. I specialize in Entertainment news, writing stories that keep readers informed on all the latest developments in the industry. With over five years of experience in creating engaging content and copywriting for various media outlets, I have grown to become an invaluable asset to any team.
