▲ These photos, provided by Starship Entertainment and The Black Label, show An Yu-jin as Fendi's ambassador and Taeyang as Givenchy's ambassador, respectively. (PHOTO NOT FOR SALE) (Yonhap)

 

▲ This photo, provided by Dior Instagram account, shows Jimin as Dior's global ambassador. (PHOTO NOT FOR SALE) (Yonhap)

 

 

SEOUL, Jan. 24 (Yonhap) – With K-pop blazing a trail around the world, multiple luxury megabands are naming K-pop stars as their ambassadors.

European multinational luxury fashion house Dior appointed Jimin of the K-pop sensation BTS as a global brand ambassador; meanwhile, J-Hope attended the Louis Vuitton 2023 Men’s Autumn and Winter Collection held in Paris, France on Jan. 19 (local time).

Taeyang, who made his debut as a member of the South Korean boy group Big Bang, was the first Korean male to ever be named a global ambassador for the French luxury brand Givenchy.

Hanni of the rookie girl group NewJeans was appointed as an ambassador for Gucci; Danielle of the same group as the global ambassador for the British fashion brand Burberry; and Hye-in as an ambassador for Louis Vuitton. The Italian label Fendi also announced its partnership with An Yu-jin of another rookie group IVE.

With the average age of luxury brand consumers growing younger, multinational luxury houses, which usually tended to name Korean actors and actresses, or models, as their global ambassadors, are now naming K-pop singers as their new faces.

In general, K-pop artists who make their debut at a relatively young age tend to have more influence on the ever-young consumers’ decisions than the actors and models, who mostly make themselves known in their early or mid-20s, used to have.

“With the global luxury goods consumers getting younger, there is greater demand for young K-pop artists, who have a greater influence on the younger generation, to be appointed as the ambassadors of such brands,” said a person concerned with the luxury brand industry.

As South Korean pop music became an increasingly global obsession, more and more luxury megabrands are signing deals with its leading stars.

An official from the music industry analyzed, “The luxury brands signing partnerships with more K-pop singers is a testimony of the ever-growing ‘K-pop power,’” adding, “Another reason behind this eye-catching phenomenon is the on-trend charms those stars have that can encapture consumers from various generations, ranging from teens to those in their 30s.”

Another K-pop official said, “We are expecting more K-pop supergroups to secure deals with megabands as those brands and Korean entertainment agencies, which will grow globally influential, realize that they share the same interests.”

(This article is translated from Korean to English by Ha eun Lee)

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