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 world๐น๏ธ
— BT21 (@BT21_) November 22, 2023
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
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
#๐๐๐๐ ๐ #๐ ๐๐๐๐๐๐๐ ๐๐๐ ๐๐ @ ๐๐ก๐๐๐ฒ๐ฎ๐ง๐๐๐ข๐๐๐จ๐ฎ๐ฅ
— LINE FRIENDS STORE (@LINEFRIENDSinfo) December 4, 2023
POP UP #EVENT ์๋ดโก๏ธ
ํ๋ก๊ทธ๋จ ์๊ฒฝ์ ์ฐ๊ณ ๋์์ ํผ์ณ์ง๋ '์ฌ๋ ์ดํํธ'๋ฅผ ์ง์ ์ฒดํํด๋ณด์ธ์!๐
๐๋ํ๋ ์์ธ B2F ์์ด์ฝ๋ ํ์ ์กด
๐~12.13(์) KST
๐https://t.co/YGOxfXdXm4 pic.twitter.com/kcaQUyJlxo
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 UNIVERSTARโก๏ธ: Powered by FRGMT, BT21 is newly charged #BT21FRGMT
— BT21 (@BT21_) July 24, 2023
Unveiling this year-end.#BT21 #BT21FRGMT #FRGMT #FRAGMENT #COLLABORATION #vote pic.twitter.com/fSRf7UiwHb
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.
