K-POP's Fashion Takeover

Hallyu Wave enthusiast Ekta Sinha traces the growth of luxury fashion Maisons’ sudden growing love for K-pop idols

- Ekta Sinha

The fashion industry has always thrived on popular culture, which is enjoying a more diverse upgrade with the Hallyu-wave, or the global phenomenon of K-pop. For a highly competitive industry like K-pop, fashion is a visual weapon to attract more and more audiences every day. It plays a major role in their music videos, translating their distinct concepts— think girl crush, techwear or old school—to their audience. A collaboration between the two gigantic industries was on the anvil, and they did not disappoint.

THE HALLYU WAVE