Blackpink’s Lisa, BTS’ V and (G)I-dle’s Minnie Love These Smaller Brands, Too
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LONDON — The world is clamoring for K-pop.
Their burgeoning cultural influence translates to a tangible impact on the fashion industry. According to Launchmetrics, during the June edition of Paris Men’s Fashion Week, Asian stars helped propel the event’s media impact value, or MIV, by 98 percent year-over-year to reach $163.3 million. Likewise, during Milan Fashion Week for spring 2023, South Korean boy band Enhypen generated $7 million in media impact value.
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Luxury brands have taken note, snapping up the celebrities to represent their brands.
Take the girl group Blackpink as an example. Jennie, known for her vocals, has been a brand ambassador for Chanel since 2017; Lisa, the main dancer of the group, has been a Bulgari ambassador since 2020 and has been the face of Celine since 2021; Rosé, the lead vocalist of Blackpink, scored her first brand ambassadorship in 2020 as the face of Saint Laurent and was named ambassador of Tiffany & Co. the following year, and in 2021, Jisoo, the team leader of Blackpink, was named global ambassador of Dior.
But while K-pop musicians may be supported by fashion conglomerates, they’ve also wielded their star power to champion young designers, including Lucila Safdie, Shushu/Tong and Fancì Club.
Here, a look at the smaller brands that are faves of the K-pop crowd.
Lucila Safdie
Having just launched her brand in January 2023, recent Central Saint Martins graduate Lucila Safdie’s first collection, titled “Lick the Star,” has already been spotted in K-pop girl group NewJeans’ “Super Shy” music video.
Safdie’s brand, which emphasizes girlhood through frills and ultra short-shorts, has struck a chord amid the revival of the looks of the early 2000s and indie sleaze.
Now set to release her new collection, titled “Girls Don’t Cry,” Safdie said she was particularly inspired by “teenage girls hanging out at the mall after school.”
Fancì Club
Sported by Blackpink stars Jisoo and Lisa as well as Chaewon and Hong Eunchae from Le SSerafim, Fancì Club has garnered traction with young women thanks to its uber-feminine, flouncy styles, its sheer mesh dresses being a crowd favorite.
The Vietnam-based brand, which also offers its sexy styles in made-to-measure sizes, has designed custom corseted looks in metallic gold and silver for Lisa during Blackpink’s world tour.
Joe Gush
Worn by BTS’ V, Joe Gush offers unisex clothing heavily inspired by music subcultures, citing rock ‘n’ roll in particular. Homages to the genre come in classic and abstract forms, including a heavily distressed cable knit sweater and graphic T-shirts featuring images of adorable kittens with “My cat is a rockstar” printed onto them.
Shushu/Tong
Shushu/Tong, founded by Shanghai-based design duo Liushu Lei and Yutong Jiang, explores how traditionally feminine clothing (think: bowknots, crystal detailing, ruffles) can be redefined as a symbol of strength. Seen on stars including Twice and Aespa’s Ningning, cutesy detailing is offset by exaggerated babydoll silhouettes and sailor collars which nod to 90s kinderwhore.
2000 Archive
South Korean label 2000 Archive, founded by Saint Martins alums Daeun Hong and Yoon In, has been championed by members of Le SSerafim, Aespa, Twice, (G)I-dle and NewJeans. The brand’s ethos is marked by its fusion of archetypal femininity with masculinity, such as cropped baby T-shirts in a camo print and football jerseys with star detailing and images of ultra-cute puppies. Its newest collection is a continuation of that, reimagining sporty styles featuring tongue-and-cheek graphics.
Aniye Records
Specializing in rock star-esque glitz and glam, it makes sense that label Aniye Records would be a favorite of K-pop stars. From (G)I-dle’s Minnie, Aespa’s Ningning to Rose and Lisa from Blackpink, the Italian label is a favorite lesser-known label among K-pop stars.
For their newest collection, shown during Milan Fashion Week, the brand reworked codes of military wear to reflect its signature romantic-meets-rocker sensibilities.
Sur8ery
Denim in every form — distressed, flocked, frayed, patchworked, bleached — is Korean-based brand Sur8ery’s specialty. Take the pair of light wash jeans seen on BTS’ V, which featured twisted detailing at the knees.
Æ Synctx
Dystopian techwear takes shape within the brand Æ Synctx. Classic silhouettes subverted with the additions of pockets and ruching were seen styled on NewJeans, while Aespa member Ningning was spotted in a washed halter mini dress and asymmetric leg warmers from the brand.
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