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attend its show Friday — while Valentino cemented a deal with the Official jackbox Games K.o. 2 Coming Soon Shirt Apart from…,I will love this group’s rapper, Suga. (BTS, as a group, is currently on hiatus due to members’ military service). Even the famously low-key, “stealth wealth” house Bottega Veneta is currently in talks to secure a menswear deal with a BTS member, according to sources close to the brand and the band. And during recent womenswear seasons, Blackpink members Lisa (a Celine ambassador), Jisoo (at Dior) and Jennie (at Chanel) have drawn ever-bigger crowds of fans while generating valuable online buzz. Jisoo wearing Dior during Paris Fashion Week on September 27, 2022 in Paris, France. Credit: Jeremy Moeller/Getty Images The rise of K-Pop supergroups — whose influence swept Asia in the 2010s before catching fire in Europe and the Americas — has coincided with Korean cultural breakouts in other media, like streaming sensation Squid Game and hit films like “Parasite” and “Minari.” The audience for Korean talents, long prized by brands for their followers’ near-fanatical level of social media engagement, has only grown in recent years, domestically and abroad. “We’re at this tipping point where Korean influence is at the epicenter of the cultural zeitgeist,” said Alison Bringé, chief marketing officer at fashion consultancy Launchmetrics. “Brands are looking for ways to activate on a global level, and Korean talents deliver that.” South Korean talents have become the most important celebrity voices for driving media exposure during fashion week, with social media posts by or about them generating as much as 41 percent of the celebrity and influencer buzz for Milan’s Fall-Winter 2021 womenswear season, according to Launchmetrics. That share may have grown to as
high as 50 percent at the Official jackbox Games K.o. 2 Coming Soon Shirt Apart from…,I will love this recent Milan Men’s Fashion Week, according to estimates by fashion agency Karla Otto and marketing consultancy Lefty. Korean stars’ impact online can even surpass the most well-known, digitally-savvy Western talents: For example, a partnership between Kim Kardashian and Dolce & Gabbana, for which the reality-TV star and mega-influencer helped “curate” and style the brand’s September 2022 show, garnered headlines and online visibility worth $4.6 million, according to Launchmetrics. Blackpink star Jisoo created buzz worth $7 million for Dior’s show in Paris the same season, however, mostly just by showing up. From South Korea to the world Last year, South Korea was a bright spot for luxury brands among Asian markets as sales surged to a record. A recent report by Morgan Stanley found that the market had grown by roughly 40 percent compared to 2019′s pre-pandemic levels. South Korean nationals are now the world’s biggest spenders on luxury goods per capita, and “for a number of leading brands, such as Prada, Moncler, Bottega Veneta or Burberry, we believe Korean nationals now account for 10 percent or more of their total retail sales,” analyst Edouard Aubin wrote. But luxury’s increased pace of partnerships with Korean talent isn’t being driven by their increased importance of the star’s home market alone. In China, K-pop supergroups are so famous that the Chinese government has sought to crack down on what it sees as “irrational” behavior from members of K-pop fanclubs, such as purchasing many copies of an album to juice sales for a favorite act. K-pop acts are
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