More than a fad, these South Korean music and film stars are taking the fashion world by storm
Hallyu or the Korean wave refers to the phenomenal growth of South Korea’s popular culture that encompasses music, TV, films and more. According to The Korea Foundation, it is estimated that over 90 million people worldwide are hooked on this phenomenon.
K-pop and K-drama have birthed a slew of celebrities who not only attained superstar status in this region but also in the rest of the world. From Lisa Manoban to Chanyeol Park, these South Korean stars rose to the top with their distinctive blend of infectious melodies, eclectic choreography, multilingual music, colourful production and stunning fashion that set trends.
Their fame has since attracted top fashion brands to strike up partnerships to raise their appeal among a new generation of fashion consumers in Asia. There's no denying the impact of popular Korean culture on the global fashion industry as an increasing number of Korean celebrities are included in the social fibre of fashion. K-pop girl groups like Girls’ Generation, Hyuna from 4Minute and Rosé Park from Blackpink have become a fixture on the fashion week circuit, with some members even becoming muses and global ambassadors for designers and luxury brands.
It's no surprise then that even more Korean stars have become faces of this season's fashion campaigns. Here are some of our favourites:
1. Lisa Manoban for Celine
After a period as a friend of the brand and muse to Celine, as well as being spotted in the front row of its runway shows in Paris, the French brand announced Blackpink's Lisa Manobanas its new global ambassador. Along with this announcement comes a new fashion campaign photographed by none other than the creative director of Celine, Hedi Slimane himself.
2. Rosé Park for Yves Saint Laurent
The 23-year-old New Zealand-born musician has taken centre stage in her K-pop supergroup, Blackpink, which is the most-subscribed musical group on YouTube. So it's no surprise that YSL's creative director, Antony Vaccarello solidified the brand's relationship with Park by making her their global ambassador. She follows in the footsteps of such fashion greats as Kate Moss and Cara Delevingne.
A teaser of the fall-winter campaign shot by photographer David Sims, was released in June. In the black and white video, Rosé can be seen wearing a black lace mini-dress with a signature pussy-bow leopard print shirt from this season's collection, capturing the essence of the brand while retaining her own personal style.
3. Jackson Wang for Cartier
Cartier marks the launch of the new Pasha de Cartier watch collection with a campaign starring some of the biggest names in entertainment, including Jackson Wang of Got7. The campaign features a black-and-white portrait of the Hong Kong-born rapper, singer and dancer sporting the timeless yet contemporary watch.
Related: The Pasha de Cartier Watch Community
4. Jun Ji Hyun for Alexander McQueen
Alexander McQueen announced actress Jun Ji Hyun as their brand ambassador for South Korea in June. Famous for her roles in such K-drama series as Legend of the Blue Sea and My Sassy Girl, Jun strikes a pose in an asymmetric double-breasted coat in coal black and flint grey Donegal tweed from the autumn-winter pre-collection, paired with the season's signature bags, the Jewelled Satchel and Story Shoulder.
See also: 7 Korean Movies To Watch On Netflix
5. Irene Bae & Chanyeol Park for Prada
Red Velvet’s Irene Bae and EXO’s Chanyeol Park have been named the brand’s latest ambassadors. In their first official campaign, Bae and Park aptly interpret the surreal glamour of the fall-winter collection.
Read also: The Second Prada X Adidas Collaboration