It is undeniable: in recent years, South Korean culture has spread worldwide like a tidal wave, as unexpected as it is overwhelming. Unsurprisingly, the term coined to describe this phenomenon is Hallyu, which can be translated as ‘Korean wave.’ This movement started in the 1990s but has continued to grow stronger, extending into the present day. Moreover, Hallyu is the title of the major exhibition at London’s V&A Museum, which celebrates the rise of the ‘South Korean genre.’ Thanks to the proliferation of technology and new social media platforms, this wave has permeated every aspect of popular culture—from K-pop in music to Korean dramas on television—and has given rise to fandom and fan clubs that dominate the internet.
Among all, K-Pop has proven to be the perfect calling card to introduce South Korean culture to the world. Bands composed of singers, rappers, dancers, and even actors have captivated global audiences. What differentiates South Korean pop from any other musical genre is precisely its ability to transcend the mere musical phenomenon and establish a brand-new relationship between fans and celebrities, who acquire the status of idols. This very last factor proved to be the perfect binder with the fashion system, which quickly recognized how to ‘ride this wave’: by turning idols into fashion icons.

Fashion houses started appointing idols as global ambassadors for their brands, making use of social media, customized advertising campaigns, and frequently inviting them as VIP guests to fashion shows worldwide. During the last Milan Fashion Week, Jin, a member of BTS, was spotted at the Triennale di Milano wearing a total Gucci look, ready to attend the SS25 show by Sabato De Sarno. Jin has been a global ambassador for the brand since last year.
Prada is perhaps the Italian fashion house that has best understood the potential of Hallyu. In recent years, it appointed Karina from the girl group Aespa and and Jaehyun from NCT as brand ambassadors. Jaehyun was a guest at Sound of Prada Seoul, the latest edition of Prada’s global series of live events celebrating music culture worldwide. It is no coincidence that the 2024 event was held in Seoul, described as ‘the epicenter of 21st-century music.’
Questo tipo di approccio operato dalle case di moda, italiane e non, è in realtà una mossa di marketing molto intelligente: le Maison storiche fanno affidamento sull’immagine fresca dei loro ambassador, sulla loro vitalità e giovinezza, con l’obiettivo di ingaggiare nuove masse di clienti e allo stesso tempo modernizzarsi. Simultaneamente non si cerca di aumentare le vendite di un singolo prodotto (data anche l’età media piuttosto giovane dei fan delle band kpop, che quindi vantano di un potere di vendita minore rispetto ad altre audiences), ma si mira a rivitalizzare e rispolverare la percezione che le masse hanno di un intero marchio.
This approach by fashion houses, both Italian and international, is a very smart marketing move. Historical fashion houses rely on the fresh, dynamic, and youthful image of their ambassadors to engage new audiences and modernize their brands. Their goal is not to boost sales of a single product—especially considering the relatively young age of K-pop fans, who typically have less purchasing power compared to other demographics—but to revitalize and refresh the public’s perception of an entire brand.
Fashion houses started appointing idols as global ambassadors for their brands, making use of social media, customized advertising campaigns, and frequently inviting them as VIP guests to fashion shows worldwide.
The tidal wave of the Korean Wave shows no signs of slowing down. As keen observers theorize the coming of an even stronger wave on the horizon, we can only wonder who will best surf the next wave.
Opening image: A Gucci Aria campaign with Global Brand Ambassador KAI