Saranghaeyo, fashion
THERE’S no doubt that South Korea has risen to become one of the world’s cultural powerhouses. From music to fashion and more, the country is exporting an influence that spans the globe.
Remember Psy and his horse-riding dance antics? The music video for Gangnam Style garnered more than two billion views, forcing YouTube to upgrade its maximum view counter.
Fashion brands, quick to catch on, are capitalising on the immense pull of South Korean pop culture. Luxury houses such as Louis Vuitton and Dior, amongst others, reportedly used placements in the country’s television dramas to heighten their appeal.
French luxury label Chanel has announced that it will be debuting its 2015/16 Cruise collection in Seoul on May 4. This will be Chanel’s very first fashion show in South Korea.
Gucci recently named South Korean actress Gianna Jun as the new face of its accessories ads campaigns. Shot in London by Norwegian-born photographer Sølve Sundsbø, the visuals evoke a strong yet minimal aesthetic. Jun is seen wearing items from the Horsebit jewellery ensemble and Gucci Flora collection. She is also pictured with the brand’s latest Interlocking timepieces and Havana sunglasses.
Calvin Klein, on the other hand, is using Kim Woo Bin to endorse its products. The South Korean actor fronts the new 2015 Calvin Klein Infinite collection, featuring sleek automatic watches.
Kim is said to be the first East Asian model for the brand’s watch and jewellery line. The campaign was shot in Hong Kong by fashion photographer Karim Sadli and also features Polish model Anna Jagodzinska.
So, how long will this so-called “Korean craze” last? No one can really tell. The fascination seems to be here to stay. Maybe one day, Psy may be chosen to be the muse of a couture house. – Bervin Cheong