South Korean celebrities are being chased by traditionally picky luxury fashion houses to represent their brands in line with the ascension of Korean contents and their global popularity.

K-pop girl group Blackpink’s Jennie has been the face of Chanel since 2017 and remains the favorite of creative director Virginie Viard as she often steals the show during Paris Fashion Week.

All four members of Blackpink are global brand ambassadors for luxury labels. Blackpink’s Rose who has been acting as Saint Laurent’s global ambassador since 2020, posed for Tiffany & Co since last year. Jisoo represents Dior and Lisa Celine.

Gucci chose Squid Game actor Lee Jung-jae and Korean drama Hometown Cha-Cha-Cha star Shin Min-ah as its global ambassadors in November last year.

Singer and actress IU, also known as Lee Ji-eun, flashed the haute couture of Gucci at the 75th Cannes Film Festival, to formerly start her role as the label’s ambassador.

Louis Vuitton is another lover of Korean stars.

Squid Game actress and model Jung Ho-yeon was chosen as the brand’s new global house ambassador in October last year. She then starred in her first solo campaign for the Twist Bag and also opened the Louis Vuitton women`s Fall/Winter 2022 show in Paris in March this year.

The fashion house also named actor Gang Dong-won as its global brand ambassador in May, with the actor wearing a Louis Vuitton suit during the 75th Cannes Film Festival. Last year, Louis Vuitton also signed BTS as its global ambassador.

As long as Korean entertainment indulges global fans, fashion houses will likely favor Korean faces to adorn their new collections.

By Lee Young-wook

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