K-Pop Stars at Paris Fashion Week

Felix of Stray Kids has been a Louis Vuitton house ambassador since 2023, with creative director Nicolas Ghesquière calling him a muse. His front-row presence at the Pre-Fall 2023 show in Seoul caught Ghesquière's eye, leading to their partnership. In March 2025, Felix even modeled for Vogue Korea, showcasing Louis Vuitton's Spring-Summer 2025 collection. Lisa of BLACKPINK was named a Louis Vuitton house ambassador in July 2024. She recently released her single "Rockstar" under her own company, Lloud Co.. Prior to her ambassadorship, Lisa was the face of Celine. K-pop stars' presence at fashion week events generates significant media impact value for luxury brands. For example, Jisoo of Blackpink's attendance at a Dior show generated $8.1 million in media impact value, dwarfing figures from Western celebrities like Robert Pattinson. Luxury brands are leveraging the popularity and global reach of K-pop idols to drive desirability and engagement. The influence of K-pop extends beyond brand ambassadorships. K-pop idols are also impacting fashion trends and boosting brand awareness. When Suga from BTS wore a checked shirt designed by Virgil Abloh, searches for the item increased by 120%. Similarly, Dior experienced a 402% increase in website traffic after announcing they would be wardrobing BTS for their world tour.