Many K-pop stars have recently turned into models as top fashion brands keep an eye on their growing global fanbases. We dive into which brands and groups have had the most success!
K-pop stars in 2024 are attracting a lot of attention from overseas fan bases, and as a result top fashion brands have eyed these K-pop stars as a way to market their products to a global audience. Up until now, brand endorsement has featured a few K-pop idols as well as Western artists, however with typical ways of advertising becoming more costly, and many people using social media these days, top brands have eyed K-pop stars as a potential way to promote their products.
A good example of this is U.S. designer Tommy Hilfiger, who recently browsed through a rail of custom-made suits worn by K-pop stars Stray Kids at this year's Met Gala, before unveiling a special label. The eight-member South Korean boy band are Tommy Hilfiger brand ambassadors and created a buzz as the first K-pop group to attend the prestigious Manhattan fashion event in May. The brand later spoke out: "We were, if not the most talked-about brand at the Met Ball, one of the most talked-about brands, because of the strength of K-pop and our association, I think it was the right time."
Let's take a look at the boys in action at the Met Gala!
Stray Kids are just one example of Idols which are turning to product sponsorship deals.
K-pop star HyunA was named a global brand ambassador for Loewe. This has also meant that the singer and songwriter and PNATION signee have a loved style in both music and fashion. If you are not too familiar, some of her recent hits include "I’m Not Cool", which is led by a track of the same title that has sparked viral dance challenges on TikTok.
The signing comes as Loewe takes control of the business in South Korea from a former distributor. It launched Loewe Korea, its latest subsidiary, effective July 1, clearing the way for the LVMH Moët Hennessy Louis Vuitton brand to build a closer relationship with its clients via personal services and exclusive experiences.
Our thoughts
I think that this is a good way for K-pop stars to make some additional revenue since record labels are notorious for taking huge cuts. This concept is really not anything new, and it has happened in the UK and the US for a number of years, however in conservative Korea, it has just started to become more mainstream inline with the influencer culture, and therefore I can see it being around for a long time.
Think of the interaction that a K-pop star would get on Social media by making one simple post with a brands product, which in most cases would leave fans wanting to purchase that product themselves. This is a win win situation for everyone involved!
Let us know your thoughts on this article in the comments below.
Comentários