In yet another demonstration of the appeal of the Korean pop star in the fashion industry, Fendi has tapped one of BigBang’s most fashion-forward members, Taeyang, to collaborate on a capsule collection and campaign, entitled, “Fendi for TaeYang.”
The collection consists of jackets, hoodies, t-shirts and accessories (including pouches, backpacks, sneakers and key charms, most of which are adorned with keywords, such as “Faith,” “Grace,” “Saved” and “Passion,” are introduced on black shearling jackets and on bombers with rubberized detailing, in addition to black oversized t-shirts showcasing both the slogans in white and daisy details, per WWD.
The collection will debut in Hong Kong on July 27 with prices ranging from 400 euros for the key chains to 8,500 euros for the shearling jackets. It will also be available for pre-orders on the label’s official web site starting from July.
Tapping K-pop stars for campaigns and collabs, as Chanel (which tapped G-Dragon as a brand ambassador last year), Alexander Wang (who has taken a liking to both 2NE1's CL and G-Dragon), Juun. J, Estée Lauder, and Maybelline, among others, have done in recent years - makes a lot of sense. In addition to the burgeoning appeal of such stars on a more international basis, recent reports suggest that fans of the popular K-pop stars and other Korean media stars put their money where their mouths are. In addition to spending top dollar on concerts, K-pop fans – like other music fans – are buying into the individual K-pop stars’ various other ventures, including fashion.
Moreover, the market is asking for increased diversity in the fashion industry because the pool of consumers that is buying luxury fashion is becoming increasingly diverse. According to a 2014 report by global management consulting firm Bain & Company, Asia-Pacific’s share of the global luxury goods market has grown by ten percent over the past ten years, and today, the fastest growing luxury markets in the world are the Middle East and Africa. Couple with this the fact that sales in Asian markets, while currently down in China and Hong Kong in particular, serve as important sources of growth for luxury brands.
If Western brands are smart, they will continue to court these individuals as they become increasingly internationally-known – because it is, after all, only a matter of time.