Vogue goes wild for Okay-pop. Not a day goes by with out information of one of many main bands of this musical style — straight out of South Korea — turning into the ambassador, companion and even the gateway to the metaverse for one of many giants of the luxurious trade. Their energy and affect, together with their ultra-sophisticated fashion, are clearly making these Okay-pop artists — some from the most important woman teams within the trade — the brand new standout stars of trend.
Their names are Sana, Jisoo, Rosé, and Lily, they usually create hysteria each time they seem in Europe, Asia, or america. They’re the celebrities of the various Okay-pop woman bands, whose recognition continues to develop yr after yr. Past their musical performances, their distinctive and ultra-polished fashion is successful on social networks, and has even been spurring curiosity among the many largest trend homes in current months. Because of this, Okay-pop bands — typically extra eagerly awaited than the designers themselves — now reign supreme within the trend world, in addition to at trend weeks, the place they dominate the entrance row.
Okay-pop woman teams as trend model ambassadors
What luxurious home hasn’t tried to safe the companies of a Okay-pop star in current months? There should be some — should you search onerous sufficient — however let’s face it, they are often counted on the fingers of 1 hand. Evidently, the tens of hundreds of thousands of followers of those artists adored by the younger generations, are as many potential clients for the luxurious behemoths, who’re prepared to tug out all of the stops in relation to attracting the eye of the extremely demanding Gen Z.
Within the midst of Paris Vogue Week, Loewe introduced that it has enlisted the South Korean group Nmixx as its new international ambassador. Whereas most manufacturers have secured the companies of 1 member of those woman bands, the home helmed by Jonathan Anderson hits onerous by signing up a minimum of seven stars of Okay-pop, specifically Lily, Haewon, Sullyoon, Jinni, Bae, Jiwoo and Kyujin. And that is clearly not the one luxurious model to have wager on the recognition of the musical style with a purpose to attain its prime goal.
Rosé, one of many stars of Blackpink, is now the worldwide ambassador for jeweller Tiffany & Co. and her proximity to the style trade means that she may quickly turn into the face of one other world-renowned home. Certainly, she didn’t go unnoticed on the entrance row of the Saint Laurent present on the opening of Paris Vogue Week.
One other member of Blackpink, Jisoo, is the face of Cartier and Dior, inflicting a sensation at every of the French model’s trend exhibits. The younger star even outshone the opposite visitors (or virtually) on the presentation of Dior’s spring-summer 2023 assortment within the Tuileries gardens in Paris. After which there’s Sana, member of the band Twice, who drew crowds on the Prada present in Milan. And this hype doesn’t appear prone to fade quickly.
A gateway to the metaverse
Not content material with making Okay-pop artists its new ambassadors of alternative, the luxurious sector can also be coveting them to accompany its first forays into the metaverse which — shock, shock — additionally occurs to be the playground of the identical technology that adores South Korean woman bands. Earlier this fall, Bulgari took its first steps within the Zepeto metaverse with a digital pop-up — half pop-up retailer, half digital café — with the help of Lisa, additionally a member of Blackpink. One other initiative that exhibits the rising dominance of Okay-pop within the trend world.
Just a few days later, Weinsanto entered the metaverse with the launch of its first NFT in partnership with Okay-pop band Lightsum. Designer Victor Weinsanto created digital seems to be for the eight members of the woman band, which have been unveiled throughout Paris Vogue Week. And since every part Okay-pop stars contact appears to show to gold, these NFTs are prone to promote like hotcakes.
As if that wasn’t sufficient, the fashion of those South Korean singers — and dancers — additionally evokes many designers around the globe. The key return of preppy fashion this fall is testomony to this. Pleated skirts, ties, berets and moccasins are among the many items favoured by members of those bands, and these are all shaping as much as be among the star items of the season.
And for the reason that reign of Okay-pop is simply starting, there’s positive to be rather more to come back.
This story was printed by way of AFP Relaxnews
(Principal and featured pictures: Pierre Mouton for Christian Dior)