Since the start of the 21st century, South Korea has rapidly emerged as a key influencer of lifestyle and current trends. With the increasing popularity of Korean popular culture on a global level, the Hallyu Wave is stronger than ever and prominent fashion houses are beginning to want in on the tides. Korean pop culture is riddled with vibrantly stylish vibes, bold fashion influencers and large and loyal followings. As global brands begin to see the marketing potential of riding this wave, several have begun to tap into the possibilities by collaborating with key personalities in the Korean entertainment scene. Here we've gathered some of the most striking recent collaborations.
H&M X Tiffany Young
For Autumn 2018, H&M recently launched their latest music and fashion campaign, the ‘Worldwide Autumn 2018 Divided Music Campaign’. The project features Korean-American singer and model Tiffany Young—best known for her role as a member of viral Korean girl group Girls’ Generation—as the new face of H&M Divided Music. Fun and playfully feminine, the MV-esque campaign shows Young set against lush, windswept highlands, modelling H&M’s latest Autumn looks. From faux fur jackets to A-line skirts and cosy oversized knits, the pieces are elegant with a sporty edge, expressed through Young’s effortlessly coquettish charms.
Diesel X Yoo Ah In
Italian fashion and lifestyle brand Diesel debuted its Fall/Winter 2018 Campaign, ‘Diesel Ha(u)te Couture’, featuring prominent Korean actor Yoo Ah In as its new global ambassador. Chosen for his bold character, rebelliousness and willingness to tackle controversial issues, Yoo Ah In joined Nicki Minaj, Gucci Mane, Bella Thorne and others in a video campaign that fights against bullying. Wearing a tee emblazoned with the word ‘cynic’, he stands alongside globally renowned celebrities wearing similarly negative slogans from ‘slut’ to ‘diesel is dead’, in a project that shuns hate.
Chanel X G-Dragon
Having previously been fronted by the likes of Caroline de Maigret and Lily-Rose Depp, Chanel appointed Korean star Kwon Jiyong—best known as the artist and fashion icon G-Dragon—as its brand ambassador last year. Known for his influence on trends, daringly genderless style and penchant for designer brands, his large following and impact on the fashion scene helped market Chanel to a younger, hip demographic. Featured in the Chanel Gabrielle bag campaign, he wears the bag with an effortless, slightly edgy cool.
Korean actress and photographer Bae Doona starred as the face for Louis Vuitton’s ‘Series 4’ campaign. Known for her roles in Korean cult classics such as Sympathy For Mr Vengeance and The Host, Bae Doona has also starred on international screens such as Cloud Atlas, Jupiter Ascending and even a Netflix series Sense8. For Louis Vuitton’s Spring-Summer 2016 ‘Series 4’ campaign, she wears Ghesquière’s designs and vision in a futuristic and abstract video project.