K-pop stars become models as fashion brands eye their global fan base

LONDON/NEW YORK – US designer Tommy Hilfiger browses through a rail of custom-made suits worn to the 2024 Met Gala by K-pop stars Stray Kids, before opening up a tuxedo to reveal a special label.

The eight-member South Korean boy band are Tommy Hilfiger brand ambassadors and caused an online frenzy when they became the first K-pop group to attend the prestigious Manhattan fashion event in May.

“We did a special label ‘Tommy Hilfiger with the Stray Kids’ and they loved it, we loved it and I think it will go down in history as probably one of the most exciting projects we’ve had to date,” Hilfiger told Reuters ahead of his New York Fashion Week show on Sept 8.

“We were, if not the most talked-about brand at the Met Ball, one of the most talked-about brands... because the strength of what is going on in K-pop and for our association I think it was appropriate timing.”

Stray Kids are just one of an ever-increasing number of K-pop idols luxury fashion houses are enlisting as brand ambassadors as they seek to tap their global followings.

In 2023, around 30 K-pop stars were appointed as the new faces for labels including Versace and Dior. In the last two months, Lisa of Blackpink, BTS’ Jin and Karina from aespa were announced as brand ambassadors for Louis Vuitton, Gucci and Prada respectively.

“(K-pop idols have) built their own following. They’ve built their own community... and so for when brands are working with them, they’re not only getting the press coverage of working with those K-pop stars, but they’re also getting that huge community of followers,” said Ms Alison Bringe, chief marketing officer at data and technology company Launchmetrics.

“And because of these different voices that are supporting the K-pop stars, it is driving a phenomenal amount of media impact value that is considerably higher than Western celebrities.”

In a report on June’s Spring-Summer 2025 Menswear Paris Fashion Week, Launchmetrics said South Korea ranked as the third top region driving buzz, most of which was generated by South Korean celebrities.

K-pop stars are now among the most highly anticipated celebrities attending fashion week shows, and often draw the loudest cheers from fans waiting outside. As usual, many are expected this catwalk season.

“When you look at K-pop fans, they obviously like the members, but they also like the glitz and glamour of K-pop. Each group has its own kind of amazing style,” said Lily of K-pop girl band Nmixx, brand ambassadors for Loewe.

“Fashion is very important to K-pop and K-pop is very important to fashion.” REUTERS