Recently, there has been a wave of domestic idols who have been recruited by high-profile luxury brands. BTS with Louis Vuitton, Gucci with EXO member Kai and more.
Korean Media analyzed the history of the connection of Korean idols being ambassadors of these luxury brands. They highlighted the inclusion of G-Dragon as an Ambassador in Chanel's 2015 Paris Fashion Week show. A first for Asian stars, it was a pivotal moment for idols in fashion. Reporter Woo Hyung-jun talks about that event: "Since then, domestic idols have begun to appear as representatives in the luxury goods industry."
G-Dragon isn't new to the high brands, as in 2009, the then 21-year-old BIGBANG member was sponsored by Louis Vuitton. This was the first time in the history of the high brand to sponsor anything from Korea, as Louis Vuitton signed on as the clothing sponsor to G-Dragon's debut album project.
Since then, actress Bae Doona was the first Korean ambassador for Louis Vuitton.
Kai is an ambassador of Gucci.
The BLACKPINK members are each an ambassador of various luxury brands. Jennie for Chanel, Jisoo for Dior, Lisa for CELINE, and Rose for YSL Saint Laurent.
And most recently, BTS for Louis Vuitton.