The Korean Wave is sweeping through fashion

If there is a global phenomenon that has grown enormously in recent years, it is the South Korean culture. From series to K-pop, including cuisine and cinema, South Korea is everywhere. So much so that there is now a term to describe this craze: Hallyu. The influence of this culture is such that South Korea is attracting more and more tourists, with K-pop playing a significant role... 

Short for Korean Pop, K-pop refers to a highly diverse music trend (ranging from pop to dance to hip-hop) led by true genre stars such as BTS, Black Pink, and Stray Kids, just to name a few. 

In South Korea, K-pop is a real industry. While groups are carefully crafted and trained to be true stage beasts, audiences around the world go completely crazy for them.

The figures surrounding this phenomenon are astounding: in 2022, according to a study conducted by the University of Melbourne, the export revenues generated by K-pop reached 170 million euros (a figure multiplied by 6 just between 2017 and 2021). Between BTS, which reached 100 million views in just 24 hours for their track Butter, and the girl group Blackpink, which will be the first K-pop group to headline Coachella next April, Korean superstars are on the rise.

On Instagram, the numbers are also staggering: Jennie from the group Blackpink, has nearly 75 million followers, while V from BTS has almost 58 million. But the crown goes to Lisa, the esteemed member of Blackpink, who with nearly 89 million subscribers has entered the Guinness World Record as the most followed K-pop artist on Instagram.

With such impressive figures, it makes sense that K-pop stars could be the best showcases for brands. And the major luxury houses have understood this well.

More than just a popular musical trend, K-pop has a real culture, with expertly performed choreography and a specific dress code. Always on the cutting-edge of fashion, K-pop stars possess careful, meticulous visual identities. It's difficult to deny that the power of K-pop resides in its mastery of the looks of the moment: a hint of haute-couture balanced with a dose of street wear.

In this perspective and faced with the ever-increasing popularity of Korean culture, Korean stars have been at the forefront of the Fashion Week front rows for several seasons. Esteemed guests whose presence draws crowds of fans outside the doors of each show in the hopes of catching a glimpse of their idols. Jacquemus can attest to this, as for three times, Jennie, the charismatic singer of the group Blackpink, has graced his shows, causing great excitement.  

But beyond mere guests, K-pop stars have evolved into true muses. Given the current excitement, it is only natural to see top luxury names collaborating with these new idols of strong imagery, and the examples are plentiful. While the entire BTS group has become ambassadors for Louis Vuitton, the female group NewJeans proudly wears the popular denim brand Levi's. It's hard not to mention the group NMIXX, the proud ambassador of Loewe. 

In addition to the group dynamic, brands are also interested in a more individual approach by selecting certain members as muses.

For instance, Jimin, a member of BTS, has caught the attention of the house of Dior. And Suga, also one of the faces of BTS, has recently become one of the ambassadors for the label Valentino. 

Examples abound and contracts between major luxury houses and Korean stars are multiplying. The latest rumor? The upcoming signing of RM, leader of the BTS group at Bottega Veneta.  

The connection between prominent figures in Korean culture and fashion is becoming increasingly subtle, perhaps one day becoming inseparable? It's hard to deny that the rise of K-pop in recent years is intriguing. More than mere pop stars, K-pop actors are becoming true influencers, to what extent? Only the future can tell...