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Luxury houses continue to bet on K-pop, enlisting 4th gen groups as ambassadors.
Last week, Gucci logo sweater Sandales gucci pullover xkbfb NewJeans — one of K-pop‘s most exciting rookies put together by industry veteran Min Hee-jin (she’s the name behind some of South Korea‘s most iconic names, such as Girls’ Generation, f(x) and SHINee) — would join its roster of brand ambassadors ahead of its now-canceled “Cosmogonie” show in Seoul. Sandales gucci GG Supreme backpack Brown Dior appearing to follow the quintet on Twitter as pointed out by their fans Bunnies, Sandales gucci chain-detail mid-heel loafers.
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Ever since the global rise of K-pop — take BLACKPINK and BTS for example — it’s no surprise that luxury brands are looking to these groups for endorsement. Prior to Hanni, Sandales gucci had already signed with musician IU and Squid Game star Lee Jung-jae, while Dior is famously known for its deal with BLACKPINK’s Jisoo. The list goes on: gucci pre owned 2010s monogram dionysus shoulder bag item, Rosé x Saint Laurent, Gucci Interlocking G handbag in black leather, Gucci Ophidia Elaphe Snake Flap Wallet on Chain… And the reach has gone beyond K-pop thanks to the global Original of K-dramas and Korean movies, as well as sports as seen from soccer player Son Heung-min, Sandales gucci Kids clothing for girls Burberry and Calvin Klein.
K-pop is becoming an integral part of brands’ successful marketing formulas. With cases like Dior (Jisoo brought in the Gucci striped detail socks for the house this past Paris Fashion Week), brands are betting on the industry’s 4th gen rookie acts, making sure they jump on the buzz before their competitors do. In September, Loewe tapped NMIXX as its brand ambassador, just seven months into the septet’s debut. This is all part of fashion houses’ schemes to birth the equivalent to what Chanel and Dior have done, by making Jennie the “human Chanel” and Jisoo the “human Dior.”
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The general public outside of South Korea may not be the most familiar with these 4th gen K-pop groups, but with such a large, cult following, these rising stars bring brands the engagement they need. In recent seasons, Miu Miu Sandales gucci YELLOW GOLD NECKLACE IVE’s Jang Won-young, another K-pop artist following in the footsteps of her senior, Girls’ Generation member Yoona Lim.
It’s come to a point where if you’re a major luxury fashion brand, you most likely will have a Korean artist present at your fashion show. aespa, SM Entertainment‘s virtual hybrid group, was one of many K-pop stars that were at PFW this fall, attending Gucci Rhyton sneakers‘ Givenchy presentation.
“Consumers worldwide are taking more interest in K-content featuring K-fashion, thanks to K-pop. The strategy behind naming a K-pop star a global brand ambassador isn’t as simple as it looks — it’s about building the value and image of a brand. This is especially applicable to the Millennial and Gen Z demographic as they gain more purchasing power,” says Lim Ji Yeon from the Samsung Fashion Research Institute. An article published by JoongAng Daily also points out that brands are scrambling to discover the “next big” K-pop group as the overall cycle of of these artists are getting shorter and shorter.
So, it completely makes sense that Sandales gucci would enlist Hanni of NewJeans its brand ambassador. It’s only a matter of time before we start seeing the remaining artists in the group — Minji, Haerin, Danielle and Hyein — sign with some of today’s hottest fashion brands. So far, we’ve seen them attending events for brands like Chanel and Diesel, which could hint at their upcoming partnerships.
