LONDON — The world is clamoring for Ok-pop.
Their burgeoning cultural affect interprets to a tangible affect on the style trade. In response to Launchmetrics, in the course of the June version of Paris Males’s Style Week, Asian stars helped propel the occasion’s media affect worth, or MIV, by 98 % year-over-year to succeed in $163.3 million. Likewise, throughout Milan Style Week for spring 2023, South Korean boy band Enhypen generated $7 million in media affect worth.
Luxurious manufacturers have taken word, snapping up the celebrities to symbolize their manufacturers.
Take the woman group Blackpink for example. Jennie, recognized for her vocals, has been a model ambassador for Chanel since 2017; Lisa, the principle dancer of the group, has been a Bulgari ambassador since 2020 and has been the face of Celine since 2021; Rosé, the lead vocalist of Blackpink, scored her first model ambassadorship in 2020 because the face of Saint Laurent and was named ambassador of Tiffany & Co. the next yr, and in 2021, Jisoo, the staff chief of Blackpink, was named international ambassador of Dior.
However whereas Ok-pop musicians could also be supported by vogue conglomerates, they’ve additionally wielded their star energy to champion younger designers, together with Lucila Safdie, Shushu/Tong and Fancì Membership.
Right here, a take a look at the smaller manufacturers which can be faves of the Ok-pop crowd.
Having simply launched her model in January 2023, current Central Saint Martins graduate Lucila Safdie’s first assortment, titled “Lick the Star,” has already been noticed in Ok-pop woman group NewJeans’ “Tremendous Shy” music video.
Safdie’s model, which emphasizes girlhood by frills and extremely short-shorts, has struck a chord amid the revival of the seems to be of the early 2000s and indie sleaze.
Now set to launch her new assortment, titled “Ladies Don’t Cry,” Safdie stated she was significantly impressed by “teenage ladies hanging out on the mall after faculty.”
Sported by Blackpink stars Jisoo and Lisa in addition to Chaewon and Hong Eunchae from Le SSerafim, Fancì Membership has garnered traction with younger girls because of its uber-feminine, flouncy types, its sheer mesh attire being a crowd favourite.
The Vietnam-based model, which additionally presents its horny types in made-to-measure sizes, has designed customized corseted seems to be in metallic gold and silver for Lisa throughout Blackpink’s world tour.
Worn by BTS’ V, Joe Gush presents unisex clothes closely impressed by music subcultures, citing rock ‘n’ roll particularly. Homages to the style are available traditional and summary kinds, together with a closely distressed cable knit sweater and graphic T-shirts that includes photos of lovely kittens with “My cat is a rockstar” printed onto them.
Shushu/Tong, based by Shanghai-based design duo Liushu Lei and Yutong Jiang, explores how historically female clothes (assume: bowknots, crystal detailing, ruffles) could be redefined as a logo of power. Seen on stars together with Twice and Aespa’s Ningning, cutesy detailing is offset by exaggerated babydoll silhouettes and sailor collars which nod to 90s kinderwhore.
South Korean label 2000 Archive, based by Saint Martins alums Daeun Hong and Yoon In, has been championed by members of Le SSerafim, Aespa, Twice, (G)I-dle and NewJeans. The model’s ethos is marked by its fusion of archetypal femininity with masculinity, reminiscent of cropped child T-shirts in a camo print and soccer jerseys with star detailing and pictures of ultra-cute puppies. Its latest assortment is a continuation of that, reimagining sporty types that includes tongue-and-cheek graphics.
Specializing in rock star-esque glitz and glam, it is sensible that label Aniye Data can be a favourite of Ok-pop stars. From (G)I-dle’s Minnie, Aespa’s Ningning to Rose and Lisa from Blackpink, the Italian label is a favourite lesser-known label amongst Ok-pop stars.
For his or her latest assortment, proven throughout Milan Style Week, the model reworked codes of army put on to replicate its signature romantic-meets-rocker sensibilities.
Denim in each type — distressed, flocked, frayed, patchworked, bleached — is Korean-based model Sur8ery’s specialty. Take the pair of sunshine wash denims seen on BTS’ V, which featured twisted detailing on the knees.
Dystopian techwear takes form throughout the model Æ Synctx. Basic silhouettes subverted with the additions of pockets and ruching have been seen styled on NewJeans, whereas Aespa member Ningning was noticed in a washed halter mini gown and uneven leg heaters from the model.