Cover K-pop superstar and rapper Jay Park attends the Gucci Seoul Cruise 2024 fashion show at Gyeongbokgung Palace, one of Seoul's most iconic locations and symbols of its storied history, on May 16, 2023 in South Korea (Photo: Getty Images)
K-pop superstar and rapper Jay Park attends the Gucci Seoul Cruise 2024 fashion show at Gyeongbokgung Palace, one of Seoul's most iconic locations and symbols of its storied history, on May 16, 2023 in South Korea (Photo: Getty Images)
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K-pop idols-turned-high-fashion models are reshaping the landscape of popular culture and redefining the relationship between celebrity, fashion, and consumer engagement
K-pop and high fashion have become increasingly intertwined. In addition to being invited to take the front row at fashion shows, numerous K-pop idols have successfully transitioned from the stage to the catwalk. This has not only revolutionised the international fashion industry but also redefined the concept of celebrity endorsements and brand ambassadorships.
Read more: Bridging the gap: How Ye is making high fashion accessible to everyone
As K-pop’s global influence and the Hallyu (Korean wave) continue to soar and these K-pop idols’ social media followings keep skyrocketing, luxury fashion houses are eagerly tapping into this cultural zeitgeist, recognising the immense star power, formidable influence, and trendsetting capabilities of these multifaceted performers.
BTS
One of the most prominent examples of this crossover is BTS leader RM (Kim Nam-joon), who became Bottega Veneta’s first-ever ambassador long after the Italian brand famously ditched social media.
Meanwhile, BTS’ Jimin (Park Ji-min), was appointed as Dior’s global brand ambassador and Tiffany & Co.’s house ambassador, gracing numerous magazine covers and fronted campaigns, bringing his trademark blend of artistry and style to the forefront of high fashion.
See also: BTS renews contract with HYBE and BigHit: what are the members doing now?
Similarly, his bandmate V (Kim Tae-hyun) made waves as a brand ambassador for Hedi Slimane’s Celine and has also been named Cartier’s brand ambassador, captivating audiences with his distinctive look and charisma.
Also, BTS’ youngest member Jungkook (Jeon Jung-kook) slayed when he was tapped as the new face of Calvin Klein. In a promotional video for the brand’s spring 2024 ad campaign, he was seen taking over the Grand Central Station in New York.
Blackpink
Blackpink has been particularly successful in their fashion endeavours. Jennie Kim, often endearingly referred to as the “human Chanel”, has become synonymous with the iconic French brand, appearing in numerous campaigns and fashion shows. As the worldwide brand ambassador for Calvin Klein, she also created a limited-edition capsule collection for the brand. Kim recently made her runway debut, closing Jacquemus’ ‘La Casa’ cruise show in Capri, Italy.
Blackpink’s powerhouse dancer Lisa (Lalisa Manobal) has made significant strides as the global ambassador for Celine, starring in campaigns and walking the runway for the label. She has also been showing up in campaigns for Bulgari.
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Rosé (Roseanne Park Chae-young), the group’s songbird, not to be outdone, was made the frontwoman of Tiffany & Co. and has partnered with Saint Laurent, bringing her cool, edgy style to the brand’s campaigns and runway shows. In fact, she often displays her close relationship with Saint Laurent creative director Anthony Vaccarello through her Instagram posts.
Completing the Blackpink quartet is Jisoo (Kim Ji-soo), who has become a muse for Dior, representing the brand with her classic beauty and sophisticated charm. She’s often on the roster for Dior’s haute couture shows, taking the front-row seats alongside the likes of Rosamund Pike, Jennifer Lopez, and Venus Williams.
Exo
Kai (Kim Jong-in) has also made a significant impact in the fashion industry, particularly through his partnership with French haute-couture brand Gucci. As a global ambassador for the Italian luxury brand, he has showcased his versatility and fashion-forward sensibilities in numerous campaigns and runway shows.
Read more: Exo’s Kai partners Gucci for an exclusive collection
His bandmates Sehun (Oh Se-hun) have also ventured into high fashion. Oh was named the official ambassador of Dior Men in South Korea, appearing in their shows and campaigns, while Chanyeol (Park Chan-yeol) was announced as the new face of Prada, fronting the brand’s innovative and futuristic Men’s Collection.
Red Velvet
Red Velvet’s Irene (Bae Joo-hyun) and Seulgi (Kang Seul-gi) have both made their mark in the fashion world. Irene has worked with Italian luxury jewellery brand Damiani as well as Prada, embodying the brand’s intellectual and avant-garde aesthetic. Seulgi has collaborated with Salvatore Ferragamo, bringing her elegance and modernity to the Italian house, and she has also been featured in campaigns for Volkswagen.
See also: Who are the members of K-pop group Red Velvet? Meet Irene, Seulgi, Wendy, Joy, and Yeri
Joy (Park Soo-young) was selected as the new brand ambassador in South Korea for the Italian luxury leather goods brand, Tod’s. Though not as a global ambassador, she accompanied the brand in many of its activities in South Korea. Both Yeri (Kim Ye-rim) and Wendy (Shon Seung-wan) have participated in fashion editorials and shoots but they don’t have specific high-fashion brand ambassadorships.
Got7
Got7’s Jackson Wang (Wang Ka-yee) has not only modelled for major brands but has also launched his own fashion label, Team Wang design, showcasing his entrepreneurial spirit alongside his fashion sense. His fashion endorsements include Fendi, Cartier, Armani Beauty, and Louis Vuitton.
Don’t miss: 5 times Jackson Wang broke the mould
Meanwhile, his former bandmate Mark Tuan (Mark Yien Tuan) has become a fixture at fashion weeks, working with brands like Saint Laurent, while Got7’s Thai-born rapper and singer Bambam (Kunpimook Bhuwakul) has joined Wang as Louis Vuitton’s latest brand ambassador.
Aespa
Most K-pop idols have been trained to sing, dance, and rap all while looking their best but the phenomenon of K-pop idols in high fashion is not limited to individual partnerships. Aespa has collaborated with Chopard and also Givenchy, a decision that was made by the brand’s creative director, Matthew Williams, himself, demonstrating the industry’s recognition of the group’s dynamics and the power of their combined star appeal.
Read more: Aespa discusses its most memorable moments as Chopard ambassador
Although their deal with the brand came to an end in 2023, other fashion houses have quickly snapped up some of the members. Ningning (Ning Yizhuo) joined the Versace family as a global brand ambassador, while the group’s lead singer, Winter (Kim Min-jeong), has been chosen to become the brand ambassador for Polo Ralph Lauren.
Twice
Twice member Nayeon (Im Na-yeon) collaborated with Louis Vuitton, appearing in campaigns and attending their shows, while her bandmate Mina (Mina Sharon Myoi) has worked with Metiers d’Art for Chanel, showcasing the brand’s intricate craftsmanship.
Earlier this year, Michael Kors announced its newest campaign, tapping Dahyun (Kim Da-hyun) as its global brand ambassador, who effortlessly captivated her fans with looks from the brand’s Spring 2024 ads.
See also: Red Velvet, Twice, and more: 5 K-pop girl groups to watch out for
Other Twice members’ solo luxury brand ambassadorships include Momo (Momo Hirai) for Miumiu in Japan and Sana (Sana Minatozaki) as one of Prada’s South Korea-based ambassadors and YSL Beauty’s ambassador for Japan.
Honourable mentions
As these idols represent global luxury brands, they also serve as ambassadors for Korean and pop culture on the world stage with their solo brand ambassadorships.
Astro’s Cha Eun-woo
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Known for his classic good looks, Cha Eun-woo has become a favourite of luxury brands, working with names like Burberry and Dior Beauty. His ability to embody both traditional and contemporary aesthetics has made him a versatile presence in the fashion world.
SNSD’s Tiffany Young
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Singer-songwriter and actress Tiffany Young (Stephanie Young Hwang) of SNSD (Girls’ Generation) was lapped up by Moschino as its new house ambassador, appearing in the Italian luxury brand’s Autumn/Winter 2023 campaign. The multi-hyphenated talent dazzled in the campaign, having had experience with various tie-ups with other luxury brands, including Prada, Dior, Valentino, and Roger Vivier.
Jay Park
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Korean-American entertainer Jay Park (Park Jae-beom) was announced as the latest global brand ambassador for Gucci, marking a significant milestone in his career. Park’s partnership with Gucci was officially confirmed after he attended the Gucci Cruise 2024 fashion show at Gyeongbokgung Palace in Seoul, South Korea, where he subtly hinted at the upcoming collaboration.
This article/explainer was assisted by AI. We are dedicated to bringing you into our world with more meaningful content, and AI is allowing us to explore this frontier and deliver more content you will love.
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Lainey was the Digital Director of Tatler Malaysia. When not whiling away the hours watching documentaries, the latest K-drama, or reruns of Friends, she can be found indulging her wanderlust by stalking travel platforms or feeding her obsession with music. She loves animals, running, all things social media, a good conversation over coffee or soju or wine (often rambling on if nobody pulls the brakes on her), and is an avid fan of bursting-at-the-seams laughter.
