Fusing K-pop with Street Style: Unveiling the BT21 X FRAGMENT Collection

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Discover the BT21 X FRAGMENT Collection: A unique fusion of K-pop and street fashion led by IPX and Hiroshi Fujiwara, blending BTS’s charm with contemporary style.

The globally recognized digital entertainment firm IPX, formerly Line Friends, has unveiled a new fashion project: the “BT21 X FRAGMENT” collection. This initiative is a collaborative effort with the acclaimed streetwear brand FRAGMENT, led by the celebrated Fujiwara Hiroshi. The launch of this collection was celebrated with a special pop-up event at The Hyundai Seoul, showcasing the unique blend of K-pop and fashion.

FRAGMENT’s Impact and BT21’s Transformation

Dr. H! Let us bring the lightning to the world🕹️

When the BT21 x FRAGMENT lightning strikes your area,
Lucky you, you will discover your hidden sense and tastes.

We call this sense-awakening BT21 X FRAGMENT impact
: the 'Thunder Effect' pic.twitter.com/Gf3DXAGHPs

— BT21 (@BT21_) November 22, 2023

FRAGMENT, founded by the renowned street fashion icon Fujiwara Hiroshi, stands out in the world of design. Hiroshi’s diverse skills in design, production, and music have elevated FRAGMENT to a prominent position in the fashion industry. Known for its distinctive lightning logo and detailed designs, FRAGMENT has earned worldwide acclaim and collaborations with various luxury fashion brands.

BT21, linked with the global music sensation BTS and the popular communication app Line, ventures into new territory with this collaboration. Moving beyond its traditionally cute persona, BT21 adopts a sophisticated, all-black look. This transformation is designed to appeal to Generation Z, redefining BT21 as a chic and contemporary fashion symbol influenced by K-pop’s global impact.

BT21 X FRAGMENT: A Harmonious Collaboration

#𝐁𝐓𝟐𝟏 𝐗 #𝐅𝐑𝐀𝐆𝐌𝐄𝐍𝐓 𝐏𝐎𝐏 𝐔𝐏 @ 𝐓𝐡𝐞𝐇𝐲𝐮𝐧𝐝𝐚𝐢𝐒𝐞𝐨𝐮𝐥

POP UP #EVENT 안내⚡️
홀로그램 안경을 쓰고 눈앞에 펼쳐지는 '썬더 이펙트'를 직접 체험해보세요!👓

📍더현대 서울 B2F 아이코닉 팝업존
📍~12.13(수) KST
🔗https://t.co/YGOxfXdXm4 pic.twitter.com/kcaQUyJlxo

— LINE FRIENDS STORE (@LINEFRIENDSinfo) December 4, 2023

The collaboration between BT21 and Hiroshi Fujiwara’s Fragment Design appears to be a natural fit. Known for their penchant for partnerships, both brands excel in collaborative ventures. Announced for November 2023, this collaboration aligns seamlessly with Fujiwara’s design principles.

In this partnership, the seven BTS Line Friends characters, each symbolizing a member of the group, undergo a creative makeover. This reinvention mirrors Fragment’s unique aesthetic. The outcome is an array of all-black plush dolls and figurines, each adorned with vibrant lightning bolt eyes, paying homage to FRAGMENT’s signature logo. This collaboration not only showcases the influence of K-pop in fashion but also merges LINE FRIENDS’ BT21 charm with contemporary style.

Exclusive Merchandise and Fan Appeal

Introducing our SUPER UNIVERSTAR⚡️: Powered by FRGMT, BT21 is newly charged #BT21FRGMT

Unveiling this year-end.#BT21 #BT21FRGMT #FRGMT #FRAGMENT #COLLABORATION #vote pic.twitter.com/fSRf7UiwHb

— BT21 (@BT21_) July 24, 2023

This collaboration extends beyond mere redesigns of characters. It brings forth distinctive merchandise, including sleek all-black hoodies that showcase the joint branding of BT21 and FRAGMENT. A standout piece in the collection is the $500 varsity jacket, which could be the most premium BT21 item to date. This jacket exemplifies a fusion of minimalism and extravagance, characteristic of Fujiwara’s design style.

Although the collection may not redefine the fashion industry, it holds immense allure for BTS enthusiasts. It provides an opportunity for fans to acquire fashion pieces that symbolize their beloved band members. This line epitomizes the common ethos of both brands, emphasizing understated yet powerful branding, and highlights the growing influence of K-pop in the realm of fashion through initiatives like LINE FRIENDS’ BT21.