K-pop Stars Model for Fashion Brands Targeting Global Fanbase

K-pop stars are increasingly being tapped by fashion brands as models to leverage their massive global fanbase. These collaborations help fashion labels expand their influence and reach across diverse audiences worldwide. By partnering with popular K-pop idols, brands gain access to a devoted and international following, boosting brand visibility, cultural relevance, and appeal in the competitive fashion industry. This trend highlights the powerful intersection of pop culture and fashion marketing.

U.S. designer Tommy Hilfiger browsed through a collection of custom-made suits worn by K-pop group Stray Kids at this year's Met Gala, before unveiling a special label inside one of the tuxedos.

The eight-member South Korean boy band, who serve as Tommy Hilfiger brand ambassadors, made waves online as the first K-pop group to attend the prestigious Manhattan fashion event in May. "We created a custom label that said 'Tommy Hilfiger with the Stray Kids,' and both the group and our team loved it. It will likely be remembered as one of our most exciting projects to date," Hilfiger told Reuters ahead of his New York Fashion Week show on Sunday.

"We were among the most talked about brands at the Met Gala, if not the top one, thanks to the current popularity of K-pop and the perfect timing of our collaboration." Stray Kids are part of a growing number of K-pop idols being recruited by luxury fashion houses as brand ambassadors to connect with their global fanbase. Last year, about 30 K-pop stars, including idols from Versace and Dior, were announced as brand ambassadors, while in the past two months, BLACKPINK's Lisa, BTS' Jin, and Karina from aespa became faces for Louis Vuitton, Gucci, and Prada.

"K-pop idols have cultivated their own dedicated fanbase and community. When brands collaborate with them, they not only benefit from press coverage but also gain access to this large community," said Alison Bringe, Chief Marketing Officer at Launchmetrics. "These different voices supporting K-pop stars drive significant media impact value, often surpassing that of Western celebrities." In a report on the Spring-Summer 2025 Menswear Paris Fashion Week, Launchmetrics highlighted that South Korea was the third leading region in terms of generating buzz, with much of it driven by South Korean celebrities.

K-pop stars are now some of the most eagerly anticipated attendees at fashion week events, frequently drawing the loudest cheers from fans. Many are expected to make appearances this season. "K-pop fans not only admire the members but also love the glitz and glamour associated with K-pop. Each group has its own unique style," said Lily, from K-pop girl group NMIXX, who are brand ambassadors for Loewe.

"Fashion plays a crucial role in K-pop, and K-pop is equally important to the fashion world."

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Source: Reuters‍