Fashion catwalks are K-pop’s hottest stage of the moment

SEOUL – In today’s fashion world, singers are no longer settling for a front-row seat as models strut down the catwalks – they have made their way onto the runway.

When K-pop girl group Blackpink’s Lisa

became the first K-pop act

to perform at the Victoria’s Secret Fashion Show in 2024, the event’s return after a six-year hiatus, many were taken aback by the unexpected crossover.

The rarity of a K-pop star taking centre stage at a global fashion show made her performance a striking symbol of how far K-pop’s influence has expanded beyond the music industry.

A year later, Nayeon, Momo, Jihyo and Tzuyu of K-pop girl group Twice also graced the American lingerie and beauty brand’s runway in October, joining a star-studded line-up featuring international artistes Missy Elliott, Madison Beer and Karol G.

“When we first heard the news that we’d be performing at the Victoria’s Secret Fashion Show, it honestly felt like a dream come true,” Tzuyu said on the pink carpet before the event.

An official from Twice’s agency JYP Entertainment told The Korea Herald that the members’ appearance at the fashion show was coordinated through their US agency, but declined to comment on why Twice were selected for the event and why only four of the nine bandmates had performed.

Twice’s growing influence in the Western music market may explain their selection, as the group continue to score international success.

Most recently, their special album celebrating their 10th debut anniversary entered the Billboard 200 at No. 11, making them the first K-pop girl group to have 10 entries on the chart. They also sold out multiple US tours and stadiums, including a record-setting performance at SoFi Stadium and MetLife Stadium in 2024.

Luxury brands, eager to tap the genre’s massive international influence, enlist popular K-pop idols to expand their global reach and generate buzz.

In turn, the stars strengthen their fashion-forward image through these collaborations and gain exposure not only to international fans, but also to audiences beyond the music scene.

K-pop idols have also walked the runways alongside top models.

S.Coups of boy band Seventeen, who is the global brand ambassador for German fashion house Boss, made waves during Milan Fashion Week in September.

The rapper surprised the world by closing designer Marco Falcioni’s show – a position often reserved for the most impactful or prominent models.

S.Coups took the stage wearing the collection’s final look: a long brown leather trench coat paired with a sheer blouse, black crepe pants cinched with a statement belt and black shoes. He walked alongside models like Ashley Graham and Paloma Elsesser in front of a star-studded audience that included former professional footballer David Beckham and singer-songwriter Chloe Bailey.

Fans around the world expressed excitement. On X, related hashtags began trending, as fans uploaded clips from the live stream of the show and posted messages celebrating S.Coups’ appearance.

Since becoming a Louis Vuitton brand ambassador in 2023, Felix of boy band Stray Kids has quickly become the French luxury powerhouse’s favourite. He modelled in the brand’s Fall-Winter 2024 and 2025 shows.

In a video for fashion magazine Vogue in May 2024, Felix revealed that walking the runway was one of his dreams, saying he was “very shocked and surprised” and that it was one of the “happiest and most memorable moments” of his life. THE KOREA HERALD/ ASIA NEWS NETWORK