Written by Holly Craig

I recently attended my first fashion week in Milan and it got me thinking about how K-pop idols are becoming such a staple figure within the fashion industry. In the past few years Korean celebrities have become significantly prominent within the biggest fashion weeks in Milan and Paris, but why ?

Fashion brands such as Dolce & Gabbana and Prada have chosen Ateez members San (for D&G) and Wooyoung (for Prada) as their ambassadors. Many wonder what led these companies to specifically select these idols. Ateez have gained immense global popularity, selling out tours worldwide and are currently on their “In Your Fantasy” world tour. Is it their global impact that secured these deals, or is there something else?

Idols such as Wonyoung (IVE), Karina (Aespa), Hyunjin (Stray Kids), and Jimin (BTS) have attended numerous fashion weeks for various brands. Each of these idols possesses unique star qualities that attract global attention. The fashion industry is highly competitive, so it is likely that star quality alone was not the sole factor in securing their spots at fashion weeks.

Prada, known for its minimalistic aesthetic and intellectual vibe, invited Wooyoung of Ateez to their recent show in Milan on February 26th. Fans worldwide have expressed that Wooyoung embodies everything Prada represents, highlighting him as the perfect ambassador for the brand. With each upcoming show, Atiny (Ateez’s official fandom name) eagerly anticipate seeing how Prada will style Wooyoung, confident it will be the perfect match.

This made me think more deeply about why brands choose specific idols. Star quality is something many idols possess, so brands narrow down their selection to find the perfect model for their image. Visuals play a defining role in the choice, with some companies such as Miu Miu opting for softer, more innocent looks, while brands like Dolce & Gabbana lean towards idols with sharp, striking appearances.

Dolce & Gabbana is known for its bold, Sicilian-inspired aesthetic, featuring feminine lace and corsetry. Inviting San of Ateez to their Milan show was a smart marketing move, as fans from all over the world flooded the streets of Milan for a glimpse of the Korean star. Fans queued for hours, waiting for all the guests to appear at the front doors, but they knew the true reason they spent their day there: none other than Choi San. Despite being there purely for him, the crowd did not disappoint in showing support to the other guests, cheering and praising the outfits that showcased the Dolce & Gabbana aesthetic. However, the moment San stepped out of his car, the screams became almost deafening, causing heads to turn, realizing the impact he had. X (formerly known as Twitter) was swarmed with tweets from those at the show, praising the designers for San’s outfit and encouraging the possibility of him attending more shows hosted by the luxury brand.

After experiencing Milan fashion week first hand it’s abundantly clear that Korean celebrities are becoming a staple within the fashion industry. Brands are noticing this impact and using it in their marketing strategies. Knowing the way that k-pop fans support their idols at every event it’s a smart move for luxury brands to take on these idols as ambassadors.