Style courts Ok-Pop and its followers at Milan catwalk reveals

Milan’s catwalks would be the epicentre of worldwide trend this week, but it surely’s Seoul and Ok-Pop followers who’re entrance and centre within the battle for brand spanking new luxurious prospects.

Exterior Prada’s trend present on Thursday, the most important squeals of pleasure got here from followers of Jeon Somi, South Korea’s blonde singer with 16.6 million Instagram followers.

The hordes of pushing, screaming followers straining for a view of their favorite Ok-pop or Korean movie and tv stars are anticipated to come back out in power in the course of Milan Style Week — underscoring the strategic significance of the South Korean market to Italian trend.

“I have been right here since 11 o’clock within the morning to see Somi,” 20-year-old Italian fan Serena Danimarco informed AFP. “I really like her, her music, her look.”

She held up an indication studying “Somi I am so Dumb Dumb for you,” a reference to the singer’s 2021 single.

Such enthusiasm additionally greeted the arrival of Korean actress Tune Hye-kyo on the Fendi present Wednesday, which kicked off trend week.

Fan Giulia, 20, was crushed behind a barrier exterior the present, holding up her handmade signal with pictures of her idol and an “I really like you” written beneath.

“I knew she was coming via the networks of Neverland, one of many Korean Idol fan teams. I’m additionally a Blink, a Blackpink fan!” she stated, referring to the chart-dominating woman group named by Time Journal as 2022’s “Entertainer of the yr”.

– Ambassadors of luxurious –

Luxurious manufacturers, whether or not primarily based in Milan, Paris, London or New York, have been snapping up South Korean stars as model ambassadors, together with at Bulgari, Chanel, Celine and Giorgio Armani.

Jimin, a member of the best-selling Ok-pop boy band BTS, turned Dior’s newest world model ambassador in January, whereas Valentino introduced its collaboration with Suga — one other member of the band that’s on a short lived hiatus — who plans a solo tour this spring.

Gucci, in the meantime, has seized on Hanni, the lead singer of NewJeans, one other South Korean woman group who launched their debut single final summer time.

Hanni is anticipated within the entrance row of Gucci’s present on Friday.

Like Dior, which held its first runway present in Seoul final yr, Gucci additionally plans to hit the South Korean capital for its upcoming cruise assortment in Could.

A present deliberate for final November — which might have been the South Korean debut for Gucci’s former artistic director Alessandro Michele — was cancelled following the Halloween stampede within the metropolis centre that killed greater than 150 individuals.

Gross sales of Italian trend to South Korea rose 31 % in 2022, based on Italy’s trend chamber (CNMI).

Seven out of the highest 10 Italian exports to South Korea relate to trend, the Italian Commerce Company stated.

The most important chunk comes from leather-based items, comprising 21 % of whole Italian exports to South Korea, up 5.8 % over 2021, adopted by footwear.


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