K-pop stars become models as fashion brands eye their global fanbase

American designer Tommy Hilfiger examines a collection of custom-made suits worn by K-pop stars Stray Kids at this year's Met Gala, before opening a tuxedo to reveal a special label.

The eight-member South Korean boy band are brand ambassadors for Tommy Hilfiger and caused an online frenzy when they became the first K-pop group to attend the prestigious Manhattan fashion event in May.

“We did a special brand 'Tommy Hilfiger with Stray Kids' and they loved it, we loved it and I think it will go down in history as probably one of the most exciting projects we've had to date,” Hilfiger told Reuters ahead of his show at New York Fashion Week on Sunday.

“We were, if not the most talked about brand at the Met Ball, one of the most talked about brands at the Met Ball… because of the strength of what's happening in K-pop and for our partnership I think it was the right time.”

Stray Kids is just one of a growing number of K-pop idols that luxury fashion houses are recruiting as brand ambassadors in their quest to tap into their global following.

Last year, around 30 K-pop stars were appointed as new faces of brands such as Versace and Dior, while in the past two months, BLACKPINK's Lisa, BTS's Jin and aespa's Karina were announced as brand ambassadors for Louis Vuitton, Gucci and Prada respectively.

“(K-pop idols) have created their own fan base. They've created their own community… and when brands work with them, not only do they get the press coverage for working with those K-pop stars, but they also get that huge community of fans,” said Alison Bringe, chief market officer at data and technology firm Launchmetrics.

“And thanks to these different voices supporting K-pop stars, a phenomenal media impact value is being generated that is considerably higher than that of Western celebrities.”

In a report on Paris Fashion Week Men's Spring/Summer 2025 in June, Launchmetrics said South Korea ranked as the third region generating the most buzz, most of which was generated by South Korean celebrities.
K-pop stars are among the most anticipated celebrities at fashion week shows, often receiving the loudest cheers from fans waiting outside. As usual, many are expected to appear on this runway season.

“When you look at K-pop fans, they obviously like the members, but they also like the glitz and glamour of K-pop… every group has their own amazing style,” Lily from K-pop girl band NMIXX, a brand ambassador for Loewe, told Reuters.

“Fashion is very important to K-pop and K-pop is very important to fashion.”