K-Pop stars topping fashion charts

Fashion brands just can’t seem to get enough of K-pop stars, as bankable for social media engagement as chart-topping songs.

Last week alone saw Louis Vuitton sign on boy band BTS as house ambassadors, and Tiffany & Co. tap Blackpink singer and recent solo artist Rosé as its new global ambassador.

The deals speak to the broad appeal of these musicians, particularly in North America and Asia-Pacific, the two key growth engines for luxury brands, especially during the coronavirus crisis.

“K-pop artists are one of the most universally effective influencers,” said Joo Woo, vice president and divisional merchandise manager of men’s and gifts at Neiman Marcus. “Luxury brands want to tap into Asia’s purchasing power and speak to a younger customer.”