While they have signed deals with major luxury labels, K-pop groups are welding their star power to champion small brands, too, including Lucila Safdie, Shushu/Tong and Fancì Club.
helped propel the event’s media impact value, or MIV, by 98 percent year-over-year to reach $163.3 million. Likewise, during Milan Fashion Week for spring 2023, South Korean boy bandas an example.
Safdie’s brand, which emphasizes girlhood through frills and ultra short-shorts, has struck a chord amid the revival of the looks of the early 2000s and indie sleaze. Now set to release her new collection, titled “Girls Don’t Cry,” Safdie said she was particularly inspired by “teenage girls hanging out at the mall after school.”Sported by Blackpink stars Jisoo and Lisa as well as Chaewon and Hong Eunchae from Le SSerafim, Fancì Club has garnered traction with young women thanks to its uber-feminine, flouncy styles, its sheer mesh dresses being a crowd favorite.
The Vietnam-based brand, which also offers its sexy styles in made-to-measure sizes, has designed custom corseted looks in metallic gold and silver for Lisa during Blackpink’s world tour. Worn by BTS’ V, Joe Gush offers unisex clothing heavily inspired by music subcultures, citing rock ‘n’ roll in particular.
For their newest collection, shown during Milan Fashion Week, the brand reworked codes of military wear to reflect its signature romantic-meets-rocker sensibilities. Denim in every form — distressed, flocked, frayed, patchworked, bleached — is Korean-based brand Sur8ery’s specialty. Take the pair of light wash jeans seen on BTS’ V, which featured twisted detailing at the knees.
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