Italian fashion house Versace has joined the growing trend of luxury brands appointing K-Pop artists as their global brand ambassadors. Following in the footsteps of Cartier, who appointed V from BTS, Versace has now recruited Hyunjin from the popular group Stray Kids.
Donatella Versace, the artistic director of the brand, expressed her admiration for Hyunjin and stated that she is constantly inspired by new voices that define culture worldwide. She believes that Hyunjin embodies energy and creativity, making him the perfect fit for Versace.
The announcement of Hyunjin’s appointment was accompanied by visuals showcasing Versace’s summer collection, La Vacanza. This collection perfectly captures the vibrant and energetic spirit of K-Pop, in line with the brand’s overall aesthetic.
It is no surprise that luxury brands are turning to K-Pop when selecting their ambassador. With the flourishing K-Pop economy and dedicated fan communities, male celebrities from this musical genre have become highly influential figures. Other luxury brands have already made notable appointments, such as Cha Eun Woo from ASTRO at Dior, Taeyong from NCT at Loewe, and Jeno Lee from NCT at Ferragamo, among others.
This growing trend emphasizes the global appeal and influence of K-Pop. Luxury brands recognize the power of these artists to connect with their audience and bring a fresh perspective to their campaigns. By collaborating with K-Pop artists, brands can tap into the enthusiasm and loyalty of their fan base while also exposing their products to a wider audience.
Versace’s decision to appoint Hyunjin showcases the brand’s commitment to embracing diversity and staying relevant in today’s dynamic cultural landscape. As the K-Pop phenomenon continues to captivate the world, it will be interesting to see how other luxury brands follow suit and leverage the power of this genre to enhance their brand image and reach.
For more on K-Pop and luxury brand partnerships, check out these links:
1. Vogue Business
2. Business of Fashion
