The word ‘luxury’ however isn’t an idiom we tend to associate with the phrase ‘sustainable fashion’. And since everything K-pop stars touch seems to turn to gold, these NFTs are likely to sell like hotcakes.Can sustainable and luxury fashion really go hand in hand? When we think of the term ‘sustainable fashion’, words like cruelty-free, ethical, organic, and recycled spring to mind. Designer Victor Weinsanto created virtual looks for the eight members of the girl band, which were unveiled during Paris Fashion Week. Another initiative that shows the growing dominance of K-pop in the fashion world.Ī few days later, Weinsanto entered the metaverse with the launch of its first NFT in partnership with K-pop band Lightsum. Earlier this fall, Bulgari took its first steps in the Zepeto metaverse with a virtual pop-up - part pop-up store, part virtual café - with the support of Lisa, also a member of Blackpink. Not content with making K-pop artists its new ambassadors of choice, the luxury sector is also coveting them to accompany its first forays into the metaverse which - surprise, surprise - also happens to be the playground of the same generation that adores South Korean girl bands.
(Image: m.by_sana / Instagram) A gateway to the metaverse Sana at the Prada spring/summer 2023 show at Milan Fashion Week. And this is obviously not the only luxury brand to have bet on the popularity of the musical genre in order to reach its prime target. While most brands have secured the services of one member of these girl bands, the house helmed by Jonathan Anderson hits hard by signing up no less than seven stars of K-pop, namely Lily, Haewon, Sullyoon, Jinni, Bae, Jiwoo and Kyujin. In the midst of Paris Fashion Week, Loewe announced that it has enlisted the South Korean group Nmixx as its new global ambassador. Evidently, the tens of millions of fans of these artists adored by the young generations, are as many potential customers for the luxury behemoths, who are ready to pull out all the stops when it comes to attracting the attention of the highly demanding Gen Z. What luxury house hasn’t tried to secure the services of a K-pop star in recent months? There must be some - if you search hard enough - but let’s face it, they can be counted on the fingers of one hand.
(Image: sooyaaa_ / Instagram) K-pop girl groups as luxury fashion brand ambassadors As a result, K-pop bands - often more eagerly awaited than the designers themselves - now reign supreme in the fashion world, as well as at fashion weeks, where they dominate the front row.īlackpink’s Jisoo at the Dior Spring Summer 2023 show in Paris. Beyond their musical performances, their unique and ultra-polished style is a hit on social networks, and has even been spurring interest among the biggest fashion houses in recent months. They are the stars of the many K-pop girl bands, whose popularity continues to grow year after year. Their names are Sana, Jisoo, Rosé, and Lily, and they create hysteria every time they appear in Europe, Asia, or the United States. Their power and influence, along with their ultra-sophisticated style, are clearly making these K-pop artists - some from the biggest girl groups in the industry - the new standout stars of fashion. Not a day goes by without news of one of the leading bands of this musical genre - straight out of South Korea - becoming the ambassador, partner or even the gateway to the metaverse for one of the giants of the luxury industry. K-pop artists are undoubtedly becoming the queens of luxury fashion.įashion is going wild for K-pop.
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