Many artists under JYP Entertainment have become ambassadors for luxury brands in 2023
High fashion has become an indispensable factor in expressing the fame and influence of K-pop idols. With the increasing expansion of the South Korean entertainment industry, luxury fashion houses are consistently seeking idols to be the face of their brands. Notably, not only idols from major entertainment companies but also those from smaller agencies now have the opportunity to enter the high fashion market. It seems that the combination of music and fashion is essential in the current South Korean entertainment industry.
However, despite being part of the BIG 4 (the four largest entertainment companies in Kbiz, including HYBE, SM, YG, JYP), artists under JYP Entertainment have entered the high fashion scene relatively late. This has been a topic of discussion among netizens because the company owns many famous idols with impressive visuals, yet there wasn’t much achievement in the fashion field.
For example, despite being both top girl groups of Kpop’s 3rd generation, BLACKPINK and TWICE’s journey in the high fashion scene completely differ. From YG, BLACKPINK has global ambassadorships and significant achievements in the fashion industry just a few years after their debut, whereas TWICE has stayed relatively stagnant for many years, despite their group’s accomplishments and a large fanbase, partly due to JYP’s restriction of individual schedules.
Even 4th generation groups like IVE and NewJeans have been named ambassadors for major brands like Chanel, Gucci, Dior, Louis Vuitton, Burberry, Miu Miu, Fendi, and more. As a result, JYP was deemed to be failing behind in the fashion scene.
However, JYP’s strategy seems to be “slow but sure”, as in 2023 alone, artists from this company have continuously been named ambassadors for various luxury brands. Moreover, they have achieved considerable success, leaving a lasting impression without being overshadowed when participating in events with other top stars.
In particular, not only TWICE but also their juniors, Stray Kids, have gained favor from luxury fashion houses. With their “grand victories” on the high fashion map in 2023, JYP artists have elevated their level in the high fashion sector, with even stronger prospects for the future.
Source: k14
