Its influence extends to the models and faces of these brands too. Korean celebrities and influencers are increasingly being tapped as brand ambassadors for high-end fashion houses. Blackpink’s Jennie (Jennie Kim) for Chanel, BTS’ V (Kim Tae-hyung) for Celine, Blackpink’s Lisa (Lalisa Manobal) for Bulgari, and Bae Suzy (Bae Su-ji) for Dior, to name a few. These stars bring with them not just their massive followings, but also their innate understanding of how to make high-fashion pieces look cool and wearable.
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High-end brands will continue to draw inspiration from the streets of Seoul, while Korean street style will keep finding new and exciting ways to incorporate luxury pieces. This beautiful dance between high and low, street and luxury, makes the current Asian fashion scene so exciting. It’s unpredictable, it’s dynamic, and it’s more fun than a shopping spree with an unlimited credit card.
It’s here to stay. Shaking up the industry, challenging traditional notions of luxury, and injecting a much-needed dose of fun and creativity into high fashion.