K-Pop group NCT 127 member Doyoung joined Dolce & Gabbana as global ambassador. Photo: Dolce & Gabbana
K-Pop group NCT 127 member Doyoung joined Dolce & Gabbana as global ambassador. Photo: Dolce & Gabbana
K-Pop group NCT 127 member Doyoung joined Dolce & Gabbana as global ambassador. Photo: Dolce & Gabbana
K-Pop group NCT 127 member Doyoung joined Dolce & Gabbana as global ambassador. Photo: Dolce & Gabbana

From Dior to Dolce & Gabbana, K-pop stars are top picks for high-fashion brands


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K-pop star Doyoung joined Dolce & Gabbana as the luxury label's global ambassador this week. A member of the 10-strong boy band NCT 127, which is itself an offshoot of NCT, the singer, 27, has been hand-picked to represent the Italian brand around the world, for what the company describes as his “distinct style” and “undeniable charisma”.

Dolce & Gabbana is far from alone in looking to the superstars of K-pop to front advertising campaigns and make high-profile appearances at fashion shows, often sitting front row.

In signing Doyoung, Dolce & Gabbana hopes to build a connection to the “passionate fan base” of K-pop, as well as the “fashion enthusiast worldwide”.

Doyoung in Dolce & Gabbana. Photo: Dolce & Gabbana
Doyoung in Dolce & Gabbana. Photo: Dolce & Gabbana

It is easy to see why brands from the West are keen to tap into the phenomenon of K-pop. The genre boasts millions of fans around the world, with Spotify reporting almost 8 billion K-pop streams a month last year. It has also driven a spike in Korean language classes.

A wave that started with Psy's 2012 hit Gangnam Style (the first video to hit one billion views on YouTube), its popularity has been bolstered by the screen success of the film Parasite – that won Best Picture at the 2020 Academy Awards – and the series Squid Game. Interest in Korean culture is skyrocketing worldwide, including in the UAE.

With big brands eager to tap into this interest, both to be part of the zeitgeist and to connect with the next generation of consumers, they are falling over themselves to sign up K-pop stars.

Doyoung’s NCT 127 band mate Jungwoo was named the first male brand ambassador in South Korea for Italian brand Tod’s in September, while Taeyong, who is also part of the band, was appointed global brand ambassador for Spanish fashion house Loewe in June.

In May, Jeno Lee, from another NCT spin-off, NCT Dreams, joined Ferragamo as its first global male house ambassador. Something of a fashion veteran already, Lee walked in the Peter Do spring/summer show last September in New York.

As the world's biggest boy band, BTS unsurprisingly has several of its members aligned with big-name brands. Kim Namjoon, popularly known as RM, joined Italian house Bottega Veneta as its ambassador in March, while V (real name Kim Tae-hyung) became brand ambassador for Hedi Slimane's Celine in March.

Kim Tae-hyung, aka V joined Celine. Photo: @celine / Instagram
Kim Tae-hyung, aka V joined Celine. Photo: @celine / Instagram

In January, Valentino snapped up BTS rapper Suga, who now joins Naomi Campbell, Lewis Hamilton and Zendaya as a Di.Va ambassador. Jimin, also from BTS, meanwhile, joined not one but two brands: Dior Men in January and Tiffany & Co in March.

When J-Hope joined Louis Vuitton in February as global ambassador, the house explained the thinking behind the move: “He is beloved by fans across the world for his upbeat energy, precise choreography and creative musical direction.”

BTS member J-Hope models for Louis Vuitton. Photo: Louis Vuitton
BTS member J-Hope models for Louis Vuitton. Photo: Louis Vuitton

Also linked to Louis Vuitton is Jackson Wang. The Hong Kong-born GOT7 member joined the French house at the beginning of the year.

Merely days after their debut at the Lollapalooza festival in August, the band Tomorrow x Together, also known as TXT, joined Dior Men as ambassadors. Kim Jones, the artistic director of Dior Men, explained that the South Korean singers “embody the spirit and singularity of Dior style, a modernity with a timeless signature”.

K-pop band Tomorrow x Together are Dior Men ambassadors. Photo: @dior / Instagram
K-pop band Tomorrow x Together are Dior Men ambassadors. Photo: @dior / Instagram

Meanwhile, the seven-strong band Enhypen signed to Prada in June as global ambassadors. Having already been wearing the Italian brand for a while, their appearance at the autumn/winter 2023 and spring/summer 2024 shows in Milan this year saw hundreds of screaming fans turn out in welcome.

In February, Taeyang from BigBang joined Givenchy as global ambassador, while Versace tapped Hyunjin from Stray Kids in July. Speaking of the latter's appointment, Donatella Versace said: “Hyunjin has great new energy and creativity. I love his confidence and freedom of expression. He is a true Versace man.”

And it is not only the boys who are being snapped up. In October, girl group Le Sserafim joined Louis Vuitton as the faces of a capsule collection launched specifically in South Korea, while Hyein from NewJeans became part of Louis Vuitton in December, despite being just 14 years old.

In October, K-Pop girl group Le Sserafim joined Louis Vuitton. Photo: @louisvuitton / Instagram
In October, K-Pop girl group Le Sserafim joined Louis Vuitton. Photo: @louisvuitton / Instagram

Her band mate, Danielle, meanwhile, became the global face of Burberry in January. Also from NewJeans, Haerin became the latest to sign up with Dior in April, joining Blackpink's Jisoo who has been with Dior since last February.

In January, Fendi welcomed Yujin from IVE as Korean ambassador, while Mi-Yeon, the singer from (G)I-dle, was named ambassador for Jimmy Choo in August.

No doubt this list will continue to grow as brands double down on the all-important South Asia market. According to DataSpring, South Korea has the highest per capita spending in the world for luxury goods – an average of $325, compared to $280 in the US and just $55 in China.

With the American post-pandemic shopping boom now thought to be slowing, and China's pre-pandemic obsession with luxury goods curtailed by financial uncertainty, South Korea is where all eyes have been fixed this year, a trend that we predict will continue well into the new year.

Company name: Farmin

Date started: March 2019

Founder: Dr Ali Al Hammadi 

Based: Abu Dhabi

Sector: AgriTech

Initial investment: None to date

Partners/Incubators: UAE Space Agency/Krypto Labs 

Pros%20and%20cons%20of%20BNPL
%3Cp%3E%3Cstrong%3EPros%3C%2Fstrong%3E%0D%3C%2Fp%3E%0A%3Cul%3E%0A%3Cli%3EEasy%20to%20use%20and%20require%20less%20rigorous%20credit%20checks%20than%20traditional%20credit%20options%0D%3C%2Fli%3E%0A%3Cli%3EOffers%20the%20ability%20to%20spread%20the%20cost%20of%20purchases%20over%20time%2C%20often%20interest-free%0D%3C%2Fli%3E%0A%3Cli%3EConvenient%20and%20can%20be%20integrated%20directly%20into%20the%20checkout%20process%2C%20useful%20for%20online%20shopping%0D%3C%2Fli%3E%0A%3Cli%3EHelps%20facilitate%20cash%20flow%20planning%20when%20used%20wisely%0D%3C%2Fli%3E%0A%3C%2Ful%3E%0A%3Cp%3E%3Cstrong%3ECons%3C%2Fstrong%3E%3C%2Fp%3E%0A%3Cul%3E%0A%3Cli%3EThe%20ease%20of%20making%20purchases%20can%20lead%20to%20overspending%20and%20accumulation%20of%20debt%0D%3C%2Fli%3E%0A%3Cli%3EMissing%20payments%20can%20result%20in%20hefty%20fees%20and%2C%20in%20some%20cases%2C%20high%20interest%20rates%20after%20an%20initial%20interest-free%20period%0D%3C%2Fli%3E%0A%3Cli%3EFailure%20to%20make%20payments%20can%20impact%20credit%20score%20negatively%0D%3C%2Fli%3E%0A%3Cli%3ERefunds%20can%20be%20complicated%20and%20delayed%0D%3C%2Fli%3E%0A%3C%2Ful%3E%0A%3Cp%3E%3Cem%3ECourtesy%3A%20Carol%20Glynn%3C%2Fem%3E%3C%2Fp%3E%0A
How much do leading UAE’s UK curriculum schools charge for Year 6?
  1. Nord Anglia International School (Dubai) – Dh85,032
  2. Kings School Al Barsha (Dubai) – Dh71,905
  3. Brighton College Abu Dhabi - Dh68,560
  4. Jumeirah English Speaking School (Dubai) – Dh59,728
  5. Gems Wellington International School – Dubai Branch – Dh58,488
  6. The British School Al Khubairat (Abu Dhabi) - Dh54,170
  7. Dubai English Speaking School – Dh51,269

*Annual tuition fees covering the 2024/2025 academic year

Brief scores:

Toss: India, opted to field

Australia 158-4 (17 ov)

Maxwell 46, Lynn 37; Kuldeep 2-24

India 169-7 (17 ov)

Dhawan 76, Karthik 30; Zampa 2-22

Result: Australia won by 4 runs by D/L method

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Did you know?

Brunch has been around, is some form or another, for more than a century. The word was first mentioned in print in an 1895 edition of Hunter’s Weekly, after making the rounds among university students in Britain. The article, entitled Brunch: A Plea, argued the case for a later, more sociable weekend meal. “By eliminating the need to get up early on Sunday, brunch would make life brighter for Saturday night carousers. It would promote human happiness in other ways as well,” the piece read. “It is talk-compelling. It puts you in a good temper, it makes you satisfied with yourself and your fellow beings, it sweeps away the worries and cobwebs of the week.” More than 100 years later, author Guy Beringer’s words still ring true, especially in the UAE, where brunches are often used to mark special, sociable occasions.

Company profile

Date started: 2015

Founder: John Tsioris and Ioanna Angelidaki

Based: Dubai

Sector: Online grocery delivery

Staff: 200

Funding: Undisclosed, but investors include the Jabbar Internet Group and Venture Friends

Updated: October 25, 2023, 2:05 PM`