Hallyu has trickled its way to the ranks of luxury fashion, but now, it’s a steady stream. With South Korea becoming pop culture’s ever-growing epicenter, fashion's household names have now followed suit. Following the previous mix of Korean brand ambassadors including Lee Min Ho, Gong Yoo, and Hyun Bin, style has its eyes on celebrities stemming from the Land of the Morning Calm—and K-pop idols are seated at the front row.
Below, we list Korean celebrities—or celebrities made famous in Korea—who are now fronting luxury’s most well-known houses in 2023.
1. Jimin for Dior
After Louis Vuitton relinquished its hold on pop powerhouse BTS with the end of their contract, the septet’s stars are venturing on soloist routes, even on the fashion side of things. Vocalist Jimin hasn’t strayed too far away from the LVMH fold, though, as Dior's newest global ambassador. The idol also appeared at Paris Fashion Week’s Dior Winter 2023/2024 Men’s Collection show, where he made his debut as the brand’s representative.
And it isn’t without good results, either! According to data from Investing.com, stocks soared to an all-time high two days after the partnership was announced.
2. Suga for Valentino
Another BTS member gaining a luxury brand ambassadorship is Suga, the group’s lead rapper and producer. The star, who was snapped decked out in Valentino during several public appearances, was officially confirmed as the fashion house’s newest representative last January 17.
In an Instagram post, Valentino regarded the musician’s “authenticity, creativity and empathy” as reasons why he was chosen to front the brand. “Suga reflects the values of the Maison, speaking to a generation through his contemporary ideals,” they wrote. The partnership is also in line with creative director Pierpaolo Piccioli redefining the Valentino code “Different Values” (DIVAS), which upholds complex characters with inner values.
3. Taeyang for Givenchy
Hot on the heels of his recent comeback with BTS member Jimin, BIGBANG’s Taeyang has earned a new title: Givenchy global brand ambassador.
In a report by the WWD, creative director Matthew Williams dubbed the 34-year-old idol as a “music pioneer” breaking barriers in style expression. The musician is also the first Korean male artist to front the brand!
4. Jackson Wang for Louis Vuitton
While he may not be Korean in the strictest of terms, the notable partnership of the GOT7 idol—who has a large following in South Korea as a soloist, too—is worthy of a spot. Louis Vuitton continues its Hallyu collaborations with Jackson, who was recently announced as the brand’s house ambassador after an appearance at the Fall 2023 menswear show.
5. Yujin for Fendi
After the likes of Song Hye Kyo, An Yu Jin of girl group IVE joins Fendi’s roster of endorsers. In an announcement made on January 17, the 19-year-old was eager to share the collab, saying that the brand always highlighted “creativity and experimentation.” Alongside it were shots of the idol with the house’s iconic silhouettes, the Peekaboo ISeeU and the Baguette.
6. Hyein for Louis Vuitton
Fourth-generation group NewJeans may have only debuted last year, but its members are steadily growing in the charts–and in the fashion scene, too. Among them is Hyein, the youngest at 14, who became Louis Vuitton’s brand ambassador for her “unique charm.”
7. Danielle for Burberry
Fresh from Hyein’s recent induction to the luxury world, another NewJeans has joined the ranks. Burberry finds its new face with Korean-Australian member Danielle, with an apt announcement stamped by the British house’s signature check pattern.