South Korean brands have been using Kpop Idol Ambassadors for many years and the biggest names of the Western fashion industry are joining
It’s not uncommon for the most luxurious brands to be promoted by actors, singers, sports stars and whoever they find fitting for their brand identity. However, the rise of Korean pop music has made some important names join this marketing strategy. K-Pop Idol Ambassadors are becoming more common each day and brands are looking at Korea for their next big stars.
Some of the biggest examples obviously come from the biggest groups. Blackpink and TWICE are two of the most successful groups in K-Pop and top brands are extremely interested in their members serving as K-Pop Idol Ambassadors.
Twice: Momo for MiuMiu, Sana for Prada, Chaeyoung for Etro, Nayeon for Tommy Jeans and Dahyun for Michael Kors
One of the most recent endorsements TWICE members made was Momo for Miu Miu fashion. During Paris Fashion Week on March 5th, the K-pop idol ambassador turned heads at the Miu Miu Fall-Winter 2024 show. She appeared rocking a head-to-toe denim outfit.
On September 7th, K-pop idol Sana attended the Prada Mode event in Seoul, hosted by the Italian fashion brand. Significantly, Prada’s social media post identified Sana as one of their brand ambassadors.
Chaeyoung is perceived as one of the most “rebellious” members of TWICE in terms of fashion. Together with brand ETRO looking for bold designs and models she looked like the perfect ambassador. In addition to that the brand had no problem in showing her tattoos on their more revealing clothes either.
Tommy Hilfiger (and Tommy Jeans) are known for their bold moves in looking for endorsements. Brand ambassadors like Lewis Hamilton prove their point of moving toward a young audience. Nayeon is the oldest member of TWICE but her appeal for a young audience is impossible to ignore.
But, the most important partnership we can find in TWICE has to be the one between Dahyun and Michael Kors. Also, one of the longest and most successful partnerships we have seen in the K-Pop industry.
BlackPink: Lisa for Bulgari, Jisoo for Dior, Jennie for Chanel and Rose for Yves Saint Laurent
In July 2020, Bulgari (Bvlgari) solidified its brand partnership with K-pop idol Lalisa Manoban, appointing her as their new brand ambassador. Lisa’s social media platforms have since become a constant canvas for Bulgari‘s latest collections. As their ambassador, Lisa has actively participated in Bulgari’s campaigns and events further solidifying this successful collaboration. She joined other Bulgari stars like Anne Hathaway back in 2022 for the Bulgari Night in Paris.
Jisoo is the main visual of the group. coupled with that status her success in the fashion industry was achieved in her partnership with Dior. She is an ambassador for both Dior Fashion and for Dior Beauty.
Blackpink’s Jennie, a trendsetter often hailed as South Korea’s modern “It Girl,” it’s well known for her amazing style. Because of that, her personal fashion choices have always gravitated towards the luxurious aesthetic of Chanel. This synergy culminated in March 2019, when Chanel officially named Jennie as their global ambassador.
Lasty Rosé, Blackpink‘s lead vocalist known for her captivating vocals, also enjoys immense popularity among luxury brands. This is evidenced by the reported competition between Saint Laurent and Valentino to secure her as their ambassador. Two brands as big as that competing for her partnership tell everything someone needs to know about Rosé‘s status.
Fashion and music have always been together. K-pop joining this trend was a matter of time and surely we will see more successful brands and Idols partnering in the future. Luxury is the new trend for K-Pop stars.
Guillermo Lorenzo Manzano
