As luxury megabrands sign more and more deals with its leading stars, K-pop groups' fanatical young followers have become a fixture.
have helped to light up social media with men's fashion week content. Monday, Dior announced it had signed a partnership with BTS member Jimin — who is set to attend its show Friday — while Valentino cemented a deal with the group's rapper, Suga. .
"We're at this tipping point where Korean influence is at the epicenter of the cultural zeitgeist," said Alison Bringé, chief marketing officer at fashion consultancy Launchmetrics."Brands are looking for ways to activate on a global level, and Korean talents deliver that." But luxury's increased pace of partnerships with Korean talent isn't being driven by their increased importance of the star's home market alone.
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