Why luxury brands are working closely with 4th gen Kpop idols: the impressive growth of Kpop
More and more 4th gen Kpop idols are being selected as ambassadors for luxury brands.
In the past years, Kpop idols are constantly breaking into the fashion realm, with more and more ambassadors being announced by luxury brands, and more and more idols attending fashion weeks.
Additionally, alongside well-known names in the fashion world like G-Dragon, BLACKPINK. Dara (2NE1). Cha Eun Woo (ASTRO), IU, Kai (EXO), and more, luxury brands are also competing fiercely to work with 4th gen Kpop idols.
According to officials from the fashion industry, it is important to evaluate future prospects of Kpop groups and start a partnership with them from early on. For instance, Jang Won Young has been wearing Miu Miu designs since she first debuted with IVE, while New Jeans already attended Chanel, Moschino, and other events despite being fresh rookies.
Regarding this trend, Lim Ji Yeon, the head of Samsung’s fashion research institute, said, “There has been an increase in K-contents among global audiences, starting with Kpop, K-drama, and then K-fashion. When luxury brands work with Kpop idols, they are not only selecting a model, but also building their brand and conveying the value of their brand. This is also further cemented as the MZ generation becomes the target customers.”
In addition, the intense growth of Kpop also catches the eyes of luxury designer houses, said researcher Park Soo Young.
“Many indicators show that 4th gen girl groups are showing much stronger growth compared to the past. Looking at music charts like Billboard, YouTube, physical album sales and more, we can see the rapidly soaring influence of new Kpop artists”, the research explained.
Notable examples of 4th gen Kpop idols working with luxury brands include: aespa with Givenchy, Chopard, and MLB; Jang Won Young with Miu Miu and Fred; NMIXX with Loewe; New Jeans, LE SSERAFIM, IVE, ITZY with Chanel, Dior, Louis Vuitton, Celine, Burberry, Moschino, and so on.
