K-Pop Idols as Fashion Idols: How Artist Collaboration Influence Design Trends

K-pop idols are modern gods and goddesses, idolized from head to toe. Monday through Friday – “every hour, every minute, every second,”[1] their Instagram posts are liked by millions of fans worldwide.

Thanks to social media, K-pop idols have become pivotal figures in fashion, blending streetwear with high fashion and setting trends adopted by millions. Collaborating with top designers, they create a captivating fusion of music and fashion.

Thus, K-pop idols are not just performers; they are fashion icons who inspire and redefine contemporary design trends. Through platforms like Instagram, they shape cultural norms and set bold, innovative fashion trends. They have become our go-to role models to upgrade our look, draw inspirations from, and aspire to emulate.

The Rise of K-Culture and K-Pop

There is something about music that transcends language barriers. It allows you to fall in love with a song, dance to its melody, and immerse yourself in its rhythm. It’s our ride-or-die companion, whether “rain be pourin’” or “sky keep fallin’.”[2]

But there is something more about K-pop. What makes its unique approach – captivating music, distinctive dance sequences, colorful music videos[3] – even more remarkable is the visual image and styling of the artists. Their hair, makeup, accessories, and clothes attract the audience’s full attention.

As part of this Korean Wave – the Korean pop culture movement that began in the 1990s[4] – K-pop not only encompasses K-food, K-drama, K-beauty, and K-music, but also K-fashion. However, it’s not really K-Fashion. The internet has fostered a significant blending of Western and Eastern styles, with K-pop stars like BLACKPINK’s Jennie influencing global fashion trends and brands embracing diverse cultural aesthetics. This influence is further highlighted by K-pop stars now making appearances at high-profile events like the Met Gala, showcasing their impact on the global fashion stage.[5]

Social Media Amplified Influence of Celebrity Fashion Trends

In the early 2000s, celebrities set trends through music videos and red-carpet appearances, like Britney Spears’ “Baby One More Time” schoolgirl outfit[6], and Jennifer Lopez’s iconic green Versace dress at the 2000 Grammy Awards.[7]

Since the late 2010s, social media has amplified celebrity influence, offering real-time fashion and direct fan interaction. Initially, fan engagement in the K-pop industry was controlled by companies, but over time, fan communities have become more interactive and reciprocal.[8]

For instance, BTS gained their “ARMY” of fans through close interactions on social media, sharing updates, behind-the-scenes content, and live broadcasts on platforms like Twitter, YouTube, Instagram, and VLive.[9] This direct communication has fostered a loyal community that promotes the group and creates fan-generated content like dance covers, makeovers, and fashion styles.[10] Consequently, BTS extend beyond music, impacting global fashion trends as fans emulate their style, amplified by their collaboration with high-end fashion brands like Louis Vuitton.

K-Pop Stars as Fashion House Ambassadors

“BLACKPINK in your area.” – BLACKPINK, “BOOMBAYAH”

Recognizing K-pop’s selling power, luxury fashion houses have revamped their marketing strategies by appointing K-pop stars as brand ambassadors.[11] This trend is exemplified by all BLACKPINK members – Lisa, Jennie, Rosé and Jisoo – serving as global ambassadors for French powerhouses Celine, Chanel, Saint Laurent, and Dior, respectively.[12] Additionally, Lisa represents Bulgari, Jennie for Calvin Klein, Rosé for Tiffany & Co., Jisoo for Cartier, boosting their brands among affluent millennials and Gen Z globally.[13]

JENNIE X Gentle Monster: Redefining Eyewear Fashion Through Collaboration

“Look at you, now look at me. How you ever, ever gonna find someone like this?” – JENNIE, “You&Me”

From “Jenny from the Block” to “JENNIE from BLACKPINK,” cultural power dynamics have shifted, with K-pop becoming a global force. Jennie Kim, a.k.a. ‘Human Chanel,’ excels in brand collaborations and has become a Jensetter for global fashionistas.[14]

For example, Jennie’s collaboration with Gentle Monster (GM) has left a significant mark on global fashion trends. GM, a renowned South Korean eyewear brand recognized for its creative, delicate yet bold designs, partnered with Jennie to launch Jentle Home (2020), Jentle Garden (2021), and Jentle Salon (2024).[15] These initiatives showcased limited-edition eyewear and themed pop-up stores across numerous cities worldwide.[16] Her involvement has been immensely successful, solidifying the brand’s position as a trailblazer in innovative eyewear design.[17]

1. Bold and Playful Look: In collaboration with Jennie, GM broke traditional eyewear design norms by incorporating unconventional shapes like geometric, oversized, and asymmetrical frames as well as unusual combinations of materials such as metal and acetate.[18] Infusing Jennie’s creations with playful colors and pastels, she appealed to a younger audience in search of trendy and fashion-forward eyewear choices.

2. Charm Accessories for Eyewear: The new Jentle Salon collection introduces unprecedented eyewear designs with detachable charms, allowing wearers to customize their glasses.[19] These charms, such as Capybaras, white clouds, bows, and pearlescent hearts, adorn the temples of the glasses, setting a trend for eyewear accessorizing and customizing similar to the popularity of Croc’s jibbitz charms.[20]

3. Innovative Shopping Experiences: Inspired by Jennie’s childhood, themed pop-up stores like Jentle Home set a trend for creating interactive and immersive shopping experiences, where customers can try on the products and engage with the brand and its story on a deeper level.[21] These colorful spaces prioritize social media, with Instagrammable spots and hashtag campaigns encouraging online sharing, expanding the collaboration’s reach and impact globally.[22]

Conclusion

K-pop idols are not just performers but fashion icons who have bridged music and fashion in the creative industry. Social media has amplified their influence, allowing direct interaction with fans and fostering loyal communities that promote their fashion. By collaborating with top fashion brands, such as Jennie’s partnerships, K-pop idols continue to showcase Korea’s lasting influence on global fashion. Their ability to drive sales and popularize brands has made them valuable assets in the fashion industry. As the Korean Wave continues to sweep across the world, K-pop’s impact on fashion remains undeniable, especially among younger generations.

References:

[1] Jungkook, Seven, BigHit Music 2023.

[2] BTS, ON, Map of the Soul: 7, BigHit Entertainment 2020.

[3] Eunsuk Hur, K-fashion E-tailers and Consumption in the Global Market 5, Routledge, (Sept, 2023), https://www.researchgate.net/publication/374170655_K-fashion_E tailers_and_Consumption_in_the_Global_Market.

[4] Id. at 4.

[5] From Seoul to The Met: K-pop Idols Who Graced the Met Gala Red Carpet, ALLKPOP (May 7, 20230), https://www.allkpop.com/article/2023/05/from-seoul-to-the-met-k-pop-idols-who-graced-the-met-gala-red-carpet (last visited June 5, 2024).

[6] Arielle Tschinkel, 45 of the Most Iconic Music Video Looks of All Time, BUSINESS INSIDER (Oct. 15, 2019), https://www.businessinsider.com/most-iconic-music-video-looks-of-all-time#michael-jacksons-red-leather-jacket-in-thriller-1983-is-instantly-recognizable-6.

[7] Leah Dolan, Remember When Jennifer Lopez’s Grammy Awards Dress Helped Invent Google Image Search?, CNN (Feb. 3, 2023), https://edition.cnn.com/style/article/jlo-green-dress-grammys-remember-when/index.html.

[8] Hur, supra note 1, at 4.

[9] Blanca Lucía Ginés Fenoll, K-Pop Idols, Social Media, and the Reinvention of the Fan Phenomenon: A Case Study on BTS, Facultad de Ciencias Humanas y Sociales 1, 8, 24, 26, 28, (May 2021), https://repositorio.comillas.edu/xmlui/handle/11531/47456.

[10] Hur, supra note 1, at 4.

[11] Hyunjeong Rhee & Kyu-Hye Lee, Behind the Scenes of K-Pop and the Luxury Industry: A Cross-Cultural Dynamic Topic Modeling Approach, Hanyang University, (Jan. 27, 2024), https://www.researchgate.net/publication/377747567_Behind_The_Scenes_of_K-Pop_and_the_Luxury_Industry_A_Cross-Cultural_Dynamic_Topic_Modeling_Approach.

[12] Hur, supra note 1.

[13] Rhee, supra note 10; Kriti Nayyar, BLACKPINK brand endorsements: Everything Lisa, Jisoo, Jennie and Rosé represent, LIFESTYLE ASIA, (May 12, 2023), https://www.lifestyleasia.com/hk/culture/music/roundup-of-all-blackpink-brand-endorsements/.

[14] Nayyar, supra note 12.  

[15] 10 things every eyewear lover should know about Gentle Monster, MIA BURTON (July 6, 2023), https://miaburton.com/en/magazine/style/all-about-gentle-monster (last visited June 15, 2024).

[16] Maria Anton, Gentle Monster x Jennie – How you like that?, METAL (last visited June 15, 2024) https://metalmagazine.eu/en/post/gentle-monster-x-jennie; Joanna Elizabeth, Jennie & Gentle Monster’s New Eyewear Collab is Beyond Chic, FASHION GONE ROGUE (Apr. 6, 2024), https://www.fashiongonerogue.com/jennie-gentle-monster-2024-ad/.

[17] Blackpink Sunglasses: Shop Their Style, PRET A VOIR (Mar. 4, 2024), https://pretavoir.co.uk/blogs/news/blackpink-sunglasses (last visited June 15, 2024).

[18] Gentle Monster Sunglasses – Innovative Eyewear Redefining Fashion, PRET A VOIR (Apr. 5, 2023), https://pretavoir.us/blogs/news/gentle-monster-innovative-eyewear-redefining-fashion (last visited June 5, 2024).

[19] Jentle Salon, GENTLE MONSTER, https://www.gentlemonster.com/us/stories/jentle-salon-popup (last visited June 5, 2024).

[20] Megan La Faber, Gentle Monster and BLACKPINK’s Jennie Unveil Their Latest Collaboration, ELLE SINGAPORE (Apr. 25, 2024), https://elle.com.sg/fashion/gentle-monster-jennie-jentle-salon/.

[21] Soo Bin Cho, Gentle Monster x Jennie Popup Space | Jentle Home, CREATRIP (last visited June 5, 2024), https://creatrip.com/en/blog/7669.

[22] The Instagrammable Store: The Promise of a Differentiating Customer Experience, SQLI DIGITAL EXPERIENCE (Mar. 5, 2019), https://www.sqli.com/int-en/insights-news/blog/instagrammable-store-promise-differentiating-customer-experience; Social Media Marketing: How to Amplify Your Street Marketing with Online Platforms, FASTER CAPITAL (Apr. 23, 2024), https://fastercapital.com/content/Social-Media-Marketing–How-to-Amplify-Your-Street-Marketing-with-Online-Platforms.html