For luxury brands, South Korea is the new China

Before the pandemic froze our lives for three years, the geopolitics of fashion operated on a very different balance than our present. Today, it seems enough time has passed to rekindle the pre-Covid symmetry. There ChinaFor example, increases by 37.4% in retail sales of jewellery, gold and silver as compared to March 2022; Hermès has announced that sales in the Asian market increased by 23% in the first quarter and Luca Lisandroni, executive director of Made in Italy luxury giant Brunello Cucinelli, revealed that 2023 “Golden Years” to China. The fashion industry is rediscovering its place in Asian markets, while also opening up new cultural horizons. In particular, Western high-fashion brands have become fascinated with the ever-increasing trends of South Korean pop culture, with luxury brands leading to Seoul behind the country’s economic success. In fact, CNBC recently reported that total spending by South Koreans on personal luxury goods increased by 24%, reaching $16.8 billion, making South Koreans the largest consumer of luxury goods in the world. Selected as a major buyer. So it’s not surprising that brands seek to intercept the country’s consumers, even in the face ofThe growing interest of Europeans in Korean cultural productsFrom entertainment to K-pop, through K-drama, a phenomenon better known as korean wave Or hallyu,

event during the pandemic sarcasm game The South Korean entertainer has attracted the attention of global fans. Since then, the star Lee Jung-jae and Jung Ho-yeon have made their mark as ambassadors for two of Europe’s leading fashion houses respectively Gucci And Louis Vuitton And their embassies are a sign of the people’s continued adherence to the local culture. Over the past two years, luxury brands have decided to hold major fashion shows in South Korea, thanks to the market’s rising wealth and cultural influence. Recently, L.V. and have followed in Gucci’s footsteps Channel Resort 2016 and of FW22 by Dior, joining a growing list of luxury brands to show up in South Korea. With Chanel Resort 2016, the late Karl Lagerfeld was one of the first to recognize the country’s strategic importance, but recent runway shows by Louis Vuitton and Gucci have also paid homage. Incorporating references and allusions to South Korean culture, respecting the country’s traditions and highlighting local talents in all aspects of the production. At the same time Chanel, Valentino and Bottega Veneta Has chosen the route of influencers, inviting members of the biggest K-pop groups like BTS and BLACKPINK to become global ambassadors.

Western fashion is undeniably a slave to the Korean wave, with the country’s cultural influence extending far beyond luxury. Jungkook from BTS And jenny from blackpink have expanded their portfolio of business partnerships, both becoming the face of global brands such as Calvin Klein, In beautySuperstars Lisa and Han Sohi have signed on as ambassadors for brands such as MAC and Charlotte Tilbury, while Blackpink’s Jennie has also been cast in A24’s highly anticipated series. Sculpture Recently presented in Cannes. This demonstrates the increasing importance of Korean influencers in shaping Western fashion. The future of high-end fashion can only be driven by diversity. As Joyce Lee explains hypebeastThe current booming Korean economy proves that the Hallyu wave is not just a fad, but a vital part of the industry’s success in intertwining Asian pop culture and Western luxury brands.