Korean celebrities are expanding into the fashion industry proving that their reach goes way beyond fandom by launching their own brands.
Celebrities are diving into fashion and beauty industry by launching their own brands. There are many cases where celebrity brands disappear without much success as people believe the brands to be selling fan merchandise. Despite the previous misses, some new fashion brands on the block are marking their presence with unique brand identities.
What’s different about these new Korean fashion brands by celebrities is that there’s a direct hands-on approach in the daily management. Whether it is promotion, choosing the brand direction, or communicating with consumers, these Korean celebrities are doing it all. And the popularity of Korean culture adds on to it, with fans coveting Hallyu goods.
“Korean fashion brands are popular because they effectively capture the styles worn by Korean artists, such as K-pop idols.”
– Hyundai Department Store official
Celebrities’ Launched Korean Fashion Brands
Avie muah
Launched in 2020, Avie muah is a fashion brand by Kang Min-kyoung of Davichi. The brand started with scrunchies and pottery, but now they sell women’s and men’s clothing, and even clothes for pets! And they are now available in many local department stores across the country.
Derby Upper
Derby Upper is a fashion brand by Wonder Girls’ Yubin. It was founded in 2021 and was immediately on fans’ radar with K-celebrity endorsements. Tiffany, Taeyeon, Sunmi and Rose were all wearing Derby Upper which sparked a buzz among consumers.
“As an artist, I interact with fans on TikTok, and I plan to actively try TikTok marketing to enhance communication.”
– Yubin
NOS7 (N-O-S-seven)
NOS7 is the fashion brand by the legendary South Korean footballer, Son Heung-min. He is the Tottenham Hotspur striker and 2021-22 Premier League Golden Boot winner and now he’s into fashion industry. NOS7 stands for “Nothing, Ordinary Sunday.” It’s all about taking a break from the hustle and bustle of the week to relax and recharge. It’s a chance to step back, reflect, and enjoy some quality time with yourself.
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