Reflecting their growing influence in the entertainment and young community across the world, K-pop stars are being sought by global fashion houses to become their faces and models.

Adidas featured BlackPink, Korean four-member girl group, for its special commercial aired during the 62nd Grammy Awards, along with another K-pop star Jackson Wang of GOT7, American singer Pharrell Williams and Brazilian songwriter Anitta.

Nu’est’s Baekho attended the Dunhill Runway Show at Paris Fashion Week on Jan.19, and the group’s another member Minhyun was appointed Korean ambassador of Italian luxury outdoor brand Moncler and invited to attend Milan Fashion Week.

Exo’s Kai became Gucci Eyewear’s first Korean ambassador and JYP Entertainment-managed new girl group ITZY was invited to Louis Vitton’s Cruise 2020 Show last year.

K-pop superstar G-Dragon, a member of boy band BigBang of YG Entertainment, is a representative Korean muse for global fashion houses. He became the first Korean musician to collaborate with Nike to create limited edition sneakers that sold out in seconds. He has attended Chanel’s haute couture collection since 2015. He also perched in the front row at the brand’s show last week.

K-pop celebrities would continue to become the faces of global luxury fashion labels as their influences have been getting bigger in the world, especially in China. “K-pop stars did not evoke luxury images in the past, but as the Korean culture has been sweeping the world, their fashion has also garnered global attention,” said Ha Jae-geun, an entertainment culture critic.

By Kang Young-woon and Choi Mira

[ⓒ Pulse by Maeil Business Newspaper & mk.co.kr, All rights reserved]