Recently, nicknames like "Human (insert designer brand here)" have been given to idols who constantly sport a certain designer brand. High-end brands are used to emphasize the individuality of an idol and complement their figures. What happens, however, if designers insist on relying too much on name brands even if these do not fit the idols themselves and only pay attention to the brand reputation?
Then, they are dubbed as fashion terrorists.
As K-pop's global success continues to increase, more idols are being named as the face of designer brands. Numerous K-pop idols have been named as either local brand ambassadors or global brand ambassadors of luxury brands. Even Korean actors and actresses are hopping on the train. One notable group that abides by this is BLACKPINK, where all the members of the group are global brand ambassadors of luxury brands.
Jeong So Young, a famous fashion columnist, has noted that idol and influencer marketing is increasing day by day. In the past, luxury brands divide the sponsorships they give out by category and only give the title of ambassador to powerhouse names. Now, however, the lines are starting to become blurred. K-pop idols are considered internationally recognized stars and often receive love calls from luxury brands due to their influence.
However, this does not also work out well. There are times in which idols are dressed up in new, luxury clothes from designer brands, but the outfits end up disappointing fans for being ill-fitting or for the unflattering clothes.
Let us take BTS as an example The boys recently appeared at the 35th Golden Disc Awards on Sunday, Jan. 11. During the red carpet event, the boys were seen sporting Dior's 2021 S/S collection. Despite the expensive clothes the members were seen wearing, netizens slammed BTS's stylist for not altering the clothes to fit each member. People noted how the jackets were too long and the pants were too wide and big on BTS. Others also said that the individuality of each member of BTS disappeared due to the clothing.
Another example is Cha Eun Woo of ASTRO. He is currently staring at the tvN drama "True Beauty." His stylist for the drama is under fire, as people have repeatedly said that his outfits in the show don't match his character.
In the seventh episode, for example, Cha Eun Woo was seen wearing a luxury brand denim jacket. People claimed that the jacket had too much of a vintage look and that the stylist of Cha Eun Woo did not match the era of the drama.
Due to the unflattering styling of the idols, stylists end up getting dragged online by both fans and the general public. One idol stylist has spoken up on the matter, saying that securing a luxury sponsorship is now liked to a stylist's ability, so it is seen as a measure of a stylist's skill.
They also revealed that certain brands negotiate with companies to have their idols wear their clothing to get brand exposure. Because of that, idols are made to wear designer brands when they go to the airport or appear in events without any argument due to the contract made between their label and the brand. "Even if we want to highlight the artist's personality," the stylist said, "there are really a lot of things limiting us."
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Written by Alexa Lewis
