From BTS’ J-Hope and Jimin to the girls of NewJeans, these Korean celebrities are now the faces of international style campaigns
In recent years, K-pop has exploded into an international phenomenon, shaping pop culture and the music industry far beyond South Korea. Boy bands and girl groups like BTS and Blackpink have amassed a global following, often through a combination of their dynamic performances, distinctive style and good old star appeal.
Today, K-pop’s influence isn’t just felt in the music industry; it’s changing the very face of luxury, too. In a win for diversity, more fashion and jewellery brands are tapping on Korean celebrities to front their campaigns—a privilege that was typically offered to Hollywood stars just a decade ago.
In 2023 alone, we’ve seen the likes of Louis Vuitton, Dior and Fendi announce new global ambassadors from the buzziest Korean music groups. Below, we spotlight all the K-pop idols who have added a new title to their resumes this year.
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Hong-joong of Ateez, brand ambassador of Balmain
Ateez leader and rapper Hong-joong joined the ranks of the “Balmain Army” in September 2023. A fashionable individual, Hong-joong had been spotted at The Balmain Homme Show in Paris back in March 2023, leaving fans speculating a possible ambassadorship with the French luxury fashion brand.
“Anytime you wear Balmain, you just make me more inspired to create more collections,” said Balmain creative director Olivier Rousteing when the two met at the Balmain presentation in Paris. Rocking the elegance and daring spirit of the Balmain Fall/Winter 23 collection, Hong-joong flawlessly wears Look 8, personally designed and styled by Rousteing.
