Meet Fashion's Favourite K-Pop Ambassadors

Safe to say, the Korean Wave has arrived. From K-beauty and K-pop to more recently K-fashion—the world has seemingly gone nuts for all things hailing from South Korea.

K-pop, in particular, has seen exponential growth in the last few years. According to the IFPI's 2021 Global Music Report, South Korea was listed as the 6th biggest music market, with K-pop helping to drive 44.8% year-on-year growth, becoming the fastest-growing major market in 2020.

K-pop boy band BTS was ranked as the top Global Recording Artist of 2020, beating Taylor Swift, Drake, The Weeknd and Billie Eilish to the top spot. And looking at the Global Top 10 Album Sales Chart, BTS had not one but three albums in the top 10, whilst K-pop girl group Blackpink held the number 6 slot.

With K-Pop's skyrocketing success across the globe, luxury fashion brands have taken notice. We took a look at 5 of K-Pop biggest names and their collaborations with some of the world's best high-end brands.

Fashion's Favourite K-Pop Ambassadors

Louis Vuitton x BTS

On 23 April 2021, Louis Vuitton announced via Twitter, "Joining as new House Ambassadors, the world-renowned Pop Icons @bts_bighit are recognised for their uplifting messages that impart a positive influence. Louis Vuitton is pleased to welcome members RM, Jin, SUGA, j-hope, Jimin, V and Jung Kook."

The partnership marks the first significant luxury fashion collaboration for the K-pop superstars. It also signals a shift for the luxury brand which appears to be expanding its audience.

Chanel x G-Dragon

Kwon Ji-Yong, known as G-Dragon and the "King of K-pop", was the first of his peers to be invited to Paris Fashion Week, where he made a stylish impression on the fashion world in 2015.

The singer paved the way by becoming an ambassador for Chanel in 2017, starring as one of the faces for the brand's unisex Gabrielle bag ad campaign.

G-Dragon is currently featured on the official website, discussing Chanel's Spring/Summer 2021 Ready-to-Wear collection with Sue Choi.

Dior x Jisoo

6 March 2021 marked the start of a collaboration between Jisoo, from girl group Blackpink, and Dior. The young singer was appointed as a global Dior ambassador for both fashion and beauty and was the inspiration behind the Dior Fall 2021 collection.

The starlit wrote on her Instagram: "So thrilled to join @dior as their new global ambassador for both fashion and beauty! I can't wait for all the exciting work we'll do together.”

Prada x Irene

Irene, the lead singer of South Korean girl group Red Velvet, became a brand ambassador for Italian fashion house, Prada, in September 2020. Irene, whose real name is Bae Joo-Hyun, appeared alongside fellow K-pop star Chanyeol in Vogue Korea wearing Prada Fall/Winter 2020.

Irene is not new to luxury brands with previous partnerships with Miu Miu and Clinique.

Gucci x Kai

Kai, part of Seoul-based boy group EXO, became Gucci's first Korean global ambassador, initially appearing in the Gucci fall/winter 2019 eyewear campaign.

In December 2019, he participated in Gucci's "The Performers" project, appearing in a short film in collaboration with GQ and Vogue. More recently, Kai and Gucci released an exclusive capsule collection designed by creative director Alessandro Michele and inspired by Kai's love of the teddy bear.