HomeStarWhy luxury brands pick 4th generation K-Pop idols as ambassadors?

Why luxury brands pick 4th generation K-Pop idols as ambassadors?

The reason luxury brands are in the race to pick 4th generation K-pop idols as their new brand ambassadors. Check out the details right now!

Over the past few years, more and more K-pop idols are selected because of the global ambassadors of varied luxury brands like Chanel, Louis Vuitton, CELINE, Gucci, Dior, Miu Miu, and more.

On October 4, IVE’s Jang Won Young appeared at the Miu Miu show held in Paris. As soon because the idol appeared, reporters and photographers shouted her name to induce her attention and flashed their cameras.

In this same manner, various K-pop idols made their thanks to Paris for the 2023 Spring/Summer Paris Fashion Week, held from September 26 to October 4. Unlike previous years, K-pop idols became the “face” of varied luxury brands since Big Bang’s G-Dragon became the primary male K-pop artist to be selected as Chanel’s global ambassador in 2016. Now, it’s difficult to search for luxury fashion shows without K-pop idols attending. This year may well be the year with the foremost K-pop idols making their appearance in these fashion shows. Not only have members from BLACKPINK been seen, but numerous idols from fourth-generation groups that recently debuted were invited to Paris for the style week. Other K-pop idols who were recently seen in Paris included 2NE1’s Dara, Girls Generation’s YoonA, f(x)’s Amber, and ASTRO’s Cha Eun Woo.

jang won young

Jang Won Young, who belongs to IVE, a woman group that debuted a year ago, has been invited to Paris and stayed in a very sleeping room which costs 1,115 euros (~1,092.11 USD) per night with floral decorations provided by the jewelry brand FRED. All members of aespa, which debuted about two years ago, also attended the Givenchy fashion show after the complete group was selected as brand ambassadors.


According to the style industry, competition among luxury brands to pick new girl groups as ambassadors is fierce. this is often because of the very fact that BLACKPINK’s Jennie is named the “human Chanel,” and Jisoo is named the “human Dior,” making it difficult to seek out alternative promoters. it’s become more important to spot girl groups that may grow in the future and recruit them from the start of their debut. In fact, Jang Won Young often wore Miu Miu products from the start of her IVE debut. NewJeans, who debuted in July, also appeared at Chanel events and photo shoots at the identical time as their debut, and there’s the potential for the rookie girl group to become the following generation of Chanel ambassadors.

Lim Ji Yeon, head of Samsung Fashion Research Institute, said, “Global consumers’ interest in K-content, which starts from K-pop and results in K-fashion, is growing. it’s a phenomenon that’s further strengthened because the MZ generation (millennials and generation Z) emerge because the main customer base by creating a picture with the corporate.”

A video clip of JISOO with Pietro Beccari, the CEO of designer, and Bernard Arnault, the CEO of LVMH Moët Hennessy:

The background that luxury brands listening to new girl groups is the hyper-growth of K-pop. per Hanwha Investment & Securities, BLACKPINK recorded 690,000 copies in sales during the primary five years of their debut (sales within the first week of release), but aespa sold 1,000,000 copies just in their second year (1.2 million copies), and LE SSERAFIM and NewJeans both recorded sales of 300,000 and 310,000 copies, respectively, for his or her debut albums setting a replacement record in K-pop history. IVE also became a million-seller (accumulated 1.31 million copies as of the 29th of last month supported the circle chart) with their third single, ‘After Like.’

Park Soo Young, a researcher at Hanwha Investment & Securities, said, “Various indicators show that the performance of 4th generation idol groups is rising at a faster rate than within the past. These new artists’ influence has grown considerably, given the record sales record.”


These fourth-generation K-pop artists hugely influence the following generation of luxury buyers, so it’s understandable why luxury brands are scrambling to sign these idols.

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