K-pop and couture: Why luxury fashion has been gearing East
It’s clear that the tides have shifted East for leading fashion forces hailing from the West. But why exactly?
Over the past few years, the world’s most coveted brands have rushed to appoint Asian celebrities such as K-pop idols and Thai actors as their ambassadors. Even the Philippines’ very own Heart Evangelista became an endorser for ION Orchard, one of Singapore’s famed luxury malls. Campaigns that have once been dominated by European celebrities and Hollywood stars are now shared with or being led by Asian public figures.
It’s clear that the tides have shifted East for leading fashion forces hailing from the West. But one may be asking, why exactly? Here are just some of the few reasons why Asian celebrities are luxury fashion houses’ new favorite darlings, as well as some key faces and figures that prove their point.
K-pop stars make up a large part of luxury brands’ roster of ambassadors and endorsers. Some acts, such as HYBE Labels’ ENHYPEN (Prada), LE SSERAFIM (Louis Vuitton), and TOMORROW X TOGETHER (Dior), are granted full-group ambassador status, wherein the entire group represents their respective brands.
Read more: https://www.rappler.com/life-and-style/style/k-pop-couture-why-luxury-fashion-has-been-gearing-east/