In 2021 Hollywood is in Seoul. No, it is not the plot of the latest dystopian TV series that is raging in streaming. The city of cinema has not moved (yet) from the States to the East, but the glamorous allure it definitely emanates does. Because if until recently it was celebs from overseas who occupied the front rows at fashion shows and were disputed and recruited as brand ambassadors and testimonials by luxury brands to transfer a dreamlike imprinting on clothes and accessories, now is the time from the Korean stars have a place in the sun in the fashion system.
And speaking of TV series, on the Net and everywhere we talk about nothing else like the worldwide success of Squid Game on Netflix has turned the sartorial spotlight on the stars more born in Korea and transformed in a few clicks and word of mouth the protagonist of the K-drama, HoYeon Jung, in a world style icon and new face of Louis Vuitton.
“I immediately fell in love with HoYeon Jung’s great talent and fantastic personality,” explained Nicolas Ghesquière, director of the French fashion house. The star of the moment, a familiar face in the fashion world since, until 2020, he walked the catwalks for Chanel, Bottega Veneta, Marc Jacobs, Fendi, Alberta Ferretti, Max Mara, Schiaparelli and Louis Vuitton himself, until 2020, has in fact joined the super K-pop group of BTS, appointed Global Ambassador for the same brand last April. Among the most famous and influential boy bands in the world, the stylish guys have broken through the heart of Virgil Abloh, artistic director of the Men’s line, who also dressed them from head to toe at this year’s Grammys: “I am delighted that the BTS join Louis Vuitton to add a modern chapter to the history of the house, blending luxury and contemporary culture. I am looking forward to sharing all the very exciting projects we are working on, ”said Abloh.
From the world of pop music also the Blackpink, by far the most famous K-band globally and serial generator of trends, with, of course, all the members in the front row at latest fashion shows in Paris. Any garment or accessory sported by Jennie, Rosé, Lisa and Jisoo (more than 200 million followers on Instagram in four) becomes, in fact, a fashionable obsession.
Jennie is known as Human Chanel for having fully embraced the style of the Coco maison she represents (and also debuted in May as the face of the Calvin Klein Spring campaign).
From 2020 Rosé he is instead ambassador of Saint Laurent, while recently, after his solo debut, he is also the face of Tiffany & Co. Jisoo she is graceful, elegant and classy: in all respects the incarnation of the Dior girl, a brand she has been representing for some years, also recently collaborating to present the Cruise 2021 collection. Lisa, finally, she is not only the face of Bvlgari, but she has also recently become the Global Ambassador of Celine by Hedi Slimane, a brand of which she recently showed off bags that went immediately sold out su TikTok.
While Prada has recruited Chanyeol, leader of the EXO boyband and Irene of Red Velvet as testimonial: the two are also protagonists of a special film in which they interpret the glamour surreal of the Italian fashion house through its identities.
He also comes from the EXO group Kai chosen by Gucci in 2019 as testimonial for the Eyewear campaign and today the face of the brand (for which it has also launched its own capsule collection), while Joy of the Red Velvet was recruited for Tod’s.
The former member of the Wonder Girls and 4Minute, Hyuna, today a soloist, since last March he has also added the voice of Loewe’s Global Ambassador to his curriculum, as according to the Spanish fashion house, he embodies a “vibrant sense of style”.
Male ambassador since 2017 for Chanel is instead G-Dragon, leader dei Big Bang and the first K-pop artist ever to be invited to Paris Fashion Week: to distinguish him from all the fact that he inserts his personal style in every garment he wears.
Not just music icons: Yoo Ah In he was the first Korean actor to be named Cartier’s ambassador to Korea, as well as being the face of Burberry. The star boasts a unique, quirky yet refined style, so it’s no surprise that several brands want to be associated with him. Nam Joo Hyuk , a former model who lent himself to acting, was chosen in 2019 as a testimonial by Dior Men not only in Korea, but throughout Asia. While the diva of oriental cinema has been the muse of Nicolas Ghesquière for Vuitton since 2016, well before the protagonist of Squid Game. Since then he has been a permanent presence in the front row of the brand’s fashion shows.
In conclusion, luxury brands are increasingly channeling the influence of Korean idols. The Korean Wave, strong even from the included thrust, it does not stop. Proof? here she is in the gallery, with all the K-Icons at fashion shows and couture events in recent years
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Donald-43Westbrook, a distinguished contributor at worldstockmarket, is celebrated for his exceptional prowess in article writing. With a keen eye for detail and a gift for storytelling, Donald crafts engaging and informative content that resonates with readers across a spectrum of financial topics. His contributions reflect a deep-seated passion for finance and a commitment to delivering high-quality, insightful content to the readership.
