Fashion is going wild for K-pop. Not a day goes by without news of one of the leading bands of this musical genre — straight outta South Korea — becoming the ambassador, partner or even the gateway to the metaverse for one of the giants of the luxury industry. Their power and influence, along with their ultra-sophisticated style, are clearly making these K-pop artists the new standout stars of fashion.
Their names are Sana, Jisoo, Rosé, and Lily, and they create hysteria every time they appear in Europe, Asia, or the United States. They are the stars of the many K-pop idol girl groups, whose popularity continues to grow year after year. Beyond their musical performances, their unique and ultra-polished style is a hit on social networks, and has even been spurring interest among the biggest fashion houses in recent months. As a result, K-pop idol groups — often more eagerly awaited than the designers themselves — now reign supreme in the fashion world, as well as at fashion weeks, where they dominate the front row.