Latest Korean Fashion

This commodity is allotment of Style’s Affluence Column.

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Last anniversary I was chatting with the CEO of a Korean affluence skincare cast who lives in the United States and is originally from Seoul. I asked about the differences in ability amid her Korean and American consumers, and she anon lit up, smiled, and answered: “For Koreans, it is all about how we look. It is an advance in our future, in our life, in our success.” A able account that ability not arena accurate for everyone, but which explains why Korea has become alike with beauty.

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Korea is accepted for its adorableness obsession. It’s a all-around centre for artificial anaplasty for women and men. Consumers agreement and they don’t achieve for annihilation that does not actualization results. Too abundant depends on it in a association that equates a active and admirable actualization with possibilities. “My anatomy is my success,” is the blazon of account I heard afresh and afresh during my visits in Seoul.

Pair this with the country’s adulation of ball and the ample address of Korean adolescence culture, and it explains why K-pop stars like TXT’s Yeonjun became all-around superstars and why Korean cine stars like Song Hye-kyo became acclaimed far above Korean borders.

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As a arcade mecca, Korea has become one of the best important places for affluence brands, not atomic because it’s calmly attainable from Shanghai or Beijing, acceptance the best important affluence consumers in the apple – Chinese millennials – to hop over, absorb a weekend in Seoul, affair (at atomic pre-pandemic), and boutique assignment free. This fabricated Korea the best important duty-free arcade destination worldwide.

Pandemic-related biking restrictions accept abundantly impacted the Korean affluence market. As a result, Korean brands accept been aggravating to ability a added all-around audience, which has additionally been added arduous recently. At this year’s New York Appearance Anniversary in mid-February, the Korean government sponsored “Concept Korea”, announcement bounded designers.

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As allotment of the show, the brands Ul: Kin, Jarret and Wnderkammer all took part, showcasing an all-embracing and active mix of K-fashion, agenda art and K-pop. Jarret answer its accumulating with WayV’s YangYang; TXT’s Yeonjun and artist Bibi were walking the aerodrome for Ul: Kin, with Bibi alike basic a committed clue for the event.

Similar to aftermost year’s Shanghai Appearance Week, which sparked an trend for live-streaming and agenda agreeable generation, Korea’s New York Appearance Anniversary appearance got alike added artistic with the affiliation of art and agreeable performances into the agenda show, capitalising on the address of the Korean superstars worldwide.

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Additionally, all-around affluence brands accept added broke into Korean stars to ammunition their cast image. French jewellery and watch cast Chaumet is alive with Song Hye-kyo – the superstar extra with roles in Korean dramas Descendants of the Sun and Autumn In My Heart – as cast agent for the absolute Asia-Pacific region. She’s additionally now an agent for Fendi, back February 2021, added underlining her address to a broader all-embracing audience.

Elsewhere K-stars are actuality active up blubbery and fast. Lisa from Blackpink is an agent for Celine and Bulgari. Red Velvet’s Irene is the agent for Prada, while Gucci broke into Exo’s Kai. Korean amateur Ji Chang-wook afresh became the aboriginal all-around cast agent for Calvin Klein, and Longines chose his aide Jung Woo-sung as all-around “ambassador of elegance”, a absolute fit for the handsome and awfully accepted actor.

Given the Korean beauty, music and appearance obsession, it is no abruptness that Korean A-listers are added acceptable the faces of affluence – from Korean brands to all-around powerhouses. At a time back brands are assuredly all-embracing assortment and a multicultural approach, Korean stars assume a absolute fit. They address to their home bazaar consumers, to Chinese customers, and they are acutely accepted in Europe and the USA through the growing access of K-pop, too.

The affair brands charge to watch out for is not to abash a appealing face with cast storytelling. Brands accept generally answer the brilliant added than the brilliant answer the brand. Going forward, brands will charge to advance accurate online analytics to admeasurement the acknowledgment on their brilliant investments. Because afterwards all, alone back the cast agent represents and tells the adventure of the brand, is cast disinterestedness created. If there is no analytic fit and no cast storytelling, again the cast absolutely weakens its positioning. This is the case for all ambassadors, whether Korean or not. Opportunity and accident are carefully connected.

This commodity originally appeared on the South China Morning Post (www.scmp.com), the arch account media advertisement on China and Asia.

Copyright (c) 2021. South China Morning Post Publishers Ltd. All rights reserved.

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