Renowned U.S. designer Tommy Hilfiger recently shared his excitement over a collaboration with K-pop superstars Stray Kids, showcasing the custom-made suits they wore to the 2023 Met Gala. The eight-member South Korean boy band, who are ambassadors for the Tommy Hilfiger brand, made history by becoming the first K-pop group to attend the prestigious fashion event in Manhattan. Their appearance caused a major stir online, making them one of the night’s most talked-about attendees.
As a special touch, Hilfiger created unique tuxedo labels reading “Tommy Hilfiger with the Stray Kids.” Reflecting on the collaboration, Hilfiger expressed pride in the project, saying it would go down as one of the brand’s most exciting ventures. “We were, if not the most talked-about brand at the Met Ball, certainly one of the top brands,” he said, attributing this success to the overwhelming popularity of K-pop and its global impact.
Stray Kids are part of a growing trend of K-pop idols being recruited as ambassadors for luxury fashion houses. Brands such as Versace, Dior, Louis Vuitton, Gucci, and Prada have increasingly turned to K-pop stars to represent them, as these idols boast enormous global fanbases. In the past year, about 30 K-pop stars, including BLACKPINK’s Lisa, BTS’ Jin, and aespa’s Karina, have been appointed as brand ambassadors for top fashion houses, demonstrating the immense influence K-pop has on the fashion world.
According to Alison Bringe, chief market officer at Launchmetrics, these collaborations are highly valuable for luxury brands. “K-pop idols have built their own communities, and brands not only gain press coverage but access to those vast communities of followers,” Bringe explained. The influence K-pop stars wield over their fanbases leads to significant media attention and impact, often surpassing that of traditional Western celebrities.
A recent report on the Spring-Summer 2025 Menswear Paris Fashion Week highlighted South Korea as the third leading region in terms of driving buzz, much of it generated by the presence of South Korean celebrities. K-pop idols are now among the most anticipated guests at fashion week events, often attracting the loudest cheers from fans.
Lily, a member of the K-pop girl group NMIXX, who serve as brand ambassadors for Loewe, emphasized the importance of fashion in K-pop. “Each group has its own amazing style,” she said, adding that fashion plays a pivotal role in K-pop’s appeal, and vice versa.
As K-pop continues to shape global trends, its influence on the fashion world is only expected to grow, cementing its place as a key driver of style and luxury brand partnerships.
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