K-pop Stars Become Fashion Icons as Global Brands Tap Into Their Fanbase
K-pop Stars Become Fashion Icons as Global Brands Tap Into Their Fanbase
K-pop stars are taking the fashion world by storm, with major brands eyeing their massive global fanbases to boost visibility and impact. US designer Tommy Hilfiger recently reflected on the collaboration with Stray Kids, the first K-pop group to attend the Met Gala, where they sported custom-made suits designed by Hilfiger. The group’s attendance at the prestigious event caused a social media frenzy, showcasing the power of K-pop’s influence on the fashion industry.
“We did a special label, ‘Tommy Hilfiger with the Stray Kids,’ and they loved it, we loved it, and I think it will go down in history as one of the most exciting projects we’ve had,” Hilfiger said ahead of his New York Fashion Week show. The collaboration helped Hilfiger become one of the most talked-about brands at the Met Gala, reflecting the strong global interest in K-pop.
Stray Kids are just one example of the increasing number of K-pop idols being tapped by luxury fashion houses. In the last two months, Lisa of BLACKPINK, BTS’ Jin, and Karina from aespa were announced as brand ambassadors for Louis Vuitton, Gucci, and Prada, respectively. Last year alone, around 30 K-pop stars were enlisted by top labels like Versace and Dior.
K-pop’s vast influence stems from its stars’ dedicated fanbases, which extend far beyond South Korea. Alison Bringe, chief marketing officer at Launchmetrics, explained, “They’ve built their own community … so when brands work with them, they not only get press coverage but access to a huge community of followers. The media impact value they generate is considerably higher than Western celebrities.”
In June’s Spring-Summer 2025 Menswear Paris Fashion Week, South Korea ranked as the third-highest region driving buzz, thanks to its celebrity presence. K-pop idols are now among the most highly anticipated attendees at fashion shows, often drawing the loudest cheers from fans waiting outside.
As Lily from K-pop girl band NMIXX and brand ambassadors for Loewe, put it, “Fashion is very important to K-pop, and K-pop is very important to fashion.” The fusion of these two worlds continues to reshape the global fashion landscape, with no signs of slowing down.
