K-pop stars become models as fashion brands eye global markets | kbnmart

American fashion designer Tommy Hilfiger browses through a collection of custom-made suits worn by K-pop stars Stray Kids at this year’s Met Gala, before opening a tuxedo to reveal a private label.

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

“We launched a private label (Tommy Hilfiger with Stray Kids) and they loved it, they loved it and I think it will go down in history as probably one of the most exciting projects we’ve ever done,” Hilfiger told Reuters ahead of his New York Fashion Week show on Sunday.

“We were, if not the most talked about brand at the Met Ball, one of the most talked about brands at the Met Ball… Because of the power of what’s happening in K-pop and our connection, I think it was a good timing.”

Stray Kids is one of a growing number of K-pop stars being courted by luxury fashion houses as brand ambassadors as they seek to capitalize on their global following.

Last year, around 30 K-pop stars were appointed as the new faces of brands including Versace and Dior, while in the past two months, BLACKPINK’s Lisa, BTS’s Jin, and aespa’s Karina were announced as brand ambassadors for Louis Vuitton, Gucci, and Prada, respectively.

“K-pop stars have built their own following. They’ve built their own community… And when brands work with them, they not only get the press coverage of working with these K-pop stars, they also get a huge community of followers,” said Allison Pring, CMO at data and technology firm Launchmetrics.

“Because of these different voices supporting K-pop stars, it leads to a huge amount of media influence value that is much higher than Western celebrities.”

In a report on Paris Men’s Fashion Week Spring/Summer 2025 in June, Launchmetrics said South Korea ranked third among the most buzzed-about regions, most of which was generated by South Korean celebrities.
K-pop stars are now among the most anticipated celebrities to attend Fashion Week shows, often receiving the loudest cheers from fans waiting outside. As usual, many stars are expected to attend this fashion show season.

“When you look at K-pop fans, they obviously love the members but they also love the glitz and glamour of K-pop… Each group has their own amazing style,” Lily of Korean girl group NMIXX, a Loewe brand ambassador, told Reuters.

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