The Korean Wave is sweeping through fashion

If there's been a dizzying worldwide phenomenon these last years, it's South Korean culture. From K-dramas to Korean food and film, South Korea is everywhere. Luckily there's already a term for this sensation: Hallyu. Largely thanks to K-pop, the pull of Hallyu is strong and South Korea is attracting more and more tourists.

An abbreviation of Korean Pop, K-pop designates a varied musical trend (ranging from pop to dance to hip-hop) carried by true stars like BTS, Black Pink and Stray Kids, to name a few.

In South Korea, K-pop is a major industry. The bands are built from scratch and trained to be real performers, making the public around the world go crazy. 

The numbers that surround this phenomenon are stupefying: In 2022, according to a study led by the University of Melbourne, K-pop revenue generated abroad reached 170 million euros (a number which increased by a factor of 6 from 2017 and 2021). Between BTS which got 100 million views in only 24 hours for its song Butter, and the all-female group Blackpink which will be the first K-pop group to headline Coachella this coming April, Korean superstars are flying high.

On Instagram, the numbers are also explosive: Jennie, from Blackpink, has 75 million followers, while V from BTS has bout  58 million. But the award goes to Lisa, skilled member of Blackpink, who has 89 million followers and is officially ranked in the Guinness World Record as the most-followed K-pop artist on Instagram.

With such impressive numbers, it's logical that K-pop stars are excellent ambassadors for brands. And this is something that the luxury houses have definitely understood. 

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.

With this lens and considering the growing popularity of Korean culture, it makes sense that Korean stars have been sitting front row for the last few seasons. As guests of the brands, these stars attract throngs of fans who wait outside the shows hoping to catch glimpses of their idols. For the last three years, Jacquemus shows have been attended by the likes of Jennie, charismatic Blackpink singer, whose every move brings great excitement to her fans.

Beyond being invited to fashion shows, K-pop stars have become real muses. Major names in luxury have cosied up to these idols. Among the many examples: The BTS group as a whole became an ambassador for Louis Vuitton and the all-female group NewJeans wears the popular denim brand Levi's. And it would be remiss not to mention NMIXX, proud ambassador for Loewe.

Beside the group dynamic, there's also a more individual approach that brands are interested in when they choose certain band members as muses. Like for example, Jimin, member of BTS, who is working with Dior. There is also Suga, another face of BTS, who has recently become an ambassador for Valentino.

We're not lacking for examples and the contracts between luxury houses and K-pop stars are multiplying. The latest rumour? A forthcoming partnership between RM, frontman of BTS and Bottega Veneta.

Is the line between K-pop and fashion blurring...becoming nearly invisible? It's certainly hard to deny that K-pop's rise to power these last few years is intriguing. More than just popular musicians, these stars are becoming real levers of influence. To what end? Only time will tell.