'Fenty' is the name of the clothing brand Rihanna owns, as she has put all her creativity in it, this has also reflected by the fact that she has always been considered a 'fashion icon.'
Seeing the brand comment on a K-pop star's Instagram with "Check your DMs" typically elicits reactions from his fans all around the world. Though the hashtag #FENTYxKAI is a trend, in 2018, through the account of 'Fenty Beauty' on Twitter, they published a message that said: 'Okay, we'll see. We will send you a DM #FENTYxKAI.'
Rihanna's makeup brand slid into the DMs of the beloved Korean boy group member after fans got the hashtag #FENTYxKAI trending on Twitter. From the tags, you can see numerous edits made by the fans to see how fitting Kai would be for this brand. EXO-Ls, EXO's official Fanclub, did their detective work and noticed Fenty following EXO's manager, Noh Yongmin, in their official social media account.
There were even instances that Kai was called out for having a deeper skin tone compared to other EXO members, and most photos have him whitewashed. Teaming up with this specific beauty brand that champions diversity in skin tones and representation would appear as a bold move for him to be on.
Of course, having Kai as a representative of the brand can prove that male Idols have always been normalizing makeup for men not only in Korea but also in the States as well, where campaigns featuring men typically cast makeup artists and YouTube stars. With Kai in mind, it would be a gamechanger for the way boy beauty he represents.
The only thing that is holding back Kai for this idea for sure is that EXO is currently endorsing K-beauty brand Nature Republiccould present a conflict of interest that might stop the collaboration. Some have also pointed out that Fenty might be expanding into Korea and may still look for a famous individual to help promote the brand.
As much as having Kai with the collaboration, the thought of a male K-pop star as the face of an American campaign would be fully supported by his fans more.
Not only clothing, but Fenty also has a makeup, accessories and lingerie line, the releases and collections of 'Fenty' have always sold out which demonstrates the quality and positioning of the brand within the world of fashion.
Kai is such a fashionista and always reflects on his way of dressing, and the idol has broken many stereotypes, wearing female bags, crop tops and heels. Under this style, Kim Jongin's fans argue that this would be a great achievement in his career and the world of high fashion is not a stranger for him. Since he collaborated with other brands such as Gucci, Vogue and GQ as a model, he has carried out a campaign with producing a series of films called 'The Performers Act'.
With the hashtag #FENTYxKAI, fans continue a series of messages to the brand and the idol to get in touch and start the creative process of collaboration.
