Why were BlackPink and BTS chosen as brand ambassadors?

Times change, international fashion houses are forced to please “God” by choosing famous Asian stars to cooperate.

The era of Hollywood stars appearing densely on billboards hung around the world is over. Fashion brands are now paying attention to Asian stars, especially kimchi idols, according to SCMP . Over the past year, BlackPink group members have continuously become brand ambassadors of leading fashion houses. BTS became brand ambassadors for Louis Vuitton last month. They will promote the brand’s clothing and accessories around the world. The link between idols and the Z . gene “I’m very happy that BTS is joining Louis Vuitton. I hope this partnership will add a modern chapter to the home – luxury and contemporary culture,” said Virgil Abloh – director of Louis Vuitton Men. BTS wore Louis Vuitton clothes at this year’s Grammy Awards. Photo: SCMP. Why choose BTS? The reason given is that they have a “huge” following of Generation Z. In addition, they represent standards that are far from traditional Hollywood beauty. The company’s global personal page is now flooded with BTS photos, including pictures of the group wearing designer clothes to the awards ceremony Grammy at the beginning of this year. BTS isn’t the only K-pop star to enter the world of luxury fashion in this way. Last summer, Rosé starred in the global campaign for Saint Laurent. This year, she was appointed as a global ambassador for Tiffany & Co. The other members of the BlackPink group represent Chanel, Dior and CELINE respectively. For the beauty segment, Armani Beauty has appointed Chinese actor and singer – Dich Duong Thien Ty – as the new global ambassador for makeup and skin care. Meanwhile, Japanese model Koki was recently chosen as the ambassador for Estée Lauder. Asian stars are being sought by major fashion brands. Photo: W, SCMP. Explaining the trend of choosing Asian stars, Rocky Chi – luxury style expert in London, UK – said: “Sales in Europe have plummeted. Brands have to face the reality of billions of dollars. Their largest percentage of customers are from Asia”. Agreeing, Charlie Gu – a marketing expert working in Shanghai (China) and San Francisco (USA) – expressed: “Asia, especially the China region, has made an important contribution to profits. of high-end brands during the time when the world is struggling because of Covid-19. So it’s no surprise that brands elevate Asian celebrities to global ambassadors. The move is intended to spur excitement in the region, in hopes of boosting sales.” Change with the times Some Asian stars are not widely known in the West. However, this is the opposite problem that brands have had in the past. Many Hollywood stars are not particularly famous in China but still appear on billboards around the country. With the rise in popularity of Korean beauty routines as well as the dominance of Chinese consumers in the luxury world, it’s not too difficult for brands to focus on Asian customers. Charlie Gu added, “The global appeal of K-pop and the growing recognition of Asian talent in Hollywood contribute to this new phenomenon. Award Ceremony Oscar this year is really breakthrough for Asian talent. They tend to appeal to younger audiences. Choosing them as global ambassadors could also help close the age gap in luxury spending in the West. In addition, it helps brands broaden their appeal to Gen Z.” Japanese model Koki became the brand ambassador of a famous cosmetic company. Photo: SCMP. In addition, the equality movements in the US have pushed this trend further to get rid of white-centered advertising. Action against Asians has skyrocketed during the pandemic to the point where the hashtag #StopAsianHate has gone viral. In this context, fashion celebrities such as Anna Sui, Phillip Lim and Susie Bubble have spoken out about the importance of promoting Asian designers and models. “When I was growing up, I realized there wasn’t a lot of Asian representation in the fashion industry. It’s more important than ever that we stand up as a community to drive change and acceptance,” said the designer. Jason Wu once expressed his opinion in the magazine Vogue. Finally, that era has arrived. Famous Asian names appear in a series of campaigns by fashion houses. They are constantly being “push” on the cover of many prestigious fashion magazines. BlackPink is the clearest example in recent times when the image of the girls is constantly being “pushed” on the cover.