K-pop is continuing to make waves in the fashion industry, with South Korean boy band Stray Kids making history as ambassadors for the iconic brand Tommy Hilfiger. The group stirred excitement online when they became the first K-pop act to attend Manhattan’s prestigious Met Gala this past May.
“We collaborated on a special label, ‘Tommy Hilfiger with Stray Kids,’ and both sides loved it,” designer Tommy Hilfiger told Reuters ahead of his New York Fashion Week show on Sunday. “It’s likely to be remembered as one of the most exciting projects we’ve done.” He added that the partnership helped the brand become one of the most talked-about names at the Met Gala, thanks to K-pop’s global influence. “The timing of our association with K-pop couldn’t have been more perfect.”
Stray Kids represent a growing trend among K-pop idols who are becoming key figures for luxury fashion houses. As fashion brands seek to capitalize on the enormous global fanbases of these idols, more are enlisting them as brand ambassadors.
In 2023 alone, around 30 K-pop stars were appointed as ambassadors for top fashion labels, including powerhouses like Versace and Dior. In recent months, prominent figures such as BLACKPINK’s Lisa, BTS’ Jin, and aespa’s Karina have joined the ranks as ambassadors for Louis Vuitton, Gucci, and Prada, respectively.
“K-pop idols have built their own dedicated communities and followers,” said Alison Bringe, Chief Marketing Officer at data and technology firm Launchmetrics. “When brands work with them, they gain not only press coverage but also access to that enormous fanbase.” She added that the media impact generated by K-pop stars far exceeds that of Western celebrities due to the passionate support of their followers.
According to a Launchmetrics report on June’s Spring-Summer 2025 Menswear Paris Fashion Week, South Korea was ranked the third-highest region generating buzz, largely driven by the presence of its celebrities.
K-pop stars are now among the most eagerly anticipated attendees at fashion week shows worldwide, often drawing the loudest cheers from fans. As the latest catwalk season kicks off, many of these stars are expected to make appearances, continuing to enhance the crossover between K-pop and fashion.
“K-pop fans love not only the members but also the glitz and glamour that comes with it. Each group has its own unique and stunning style,” said Lily, a member of K-pop girl group NMIXX, who serve as ambassadors for luxury brand Loewe.
As K-pop continues to grow its global influence, its stars are becoming central figures in fashion, further cementing their status as global cultural icons.
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