U.S. fashion designer Tommy Hilfiger recently presented custom-made suits worn by K-pop group Stray Kids at this year’s Met Gala in May. The eight-member South Korean boy band, who are brand ambassadors for the Tommy Hilfiger brand, made history by becoming the first K-pop group to attend the prestigious fashion event held in Manhattan. Hilfiger stated that the event marked a special moment for his brand as a unique label, “Tommy Hilfiger with Stray Kids,” was created for the occasion. He described this collaboration as one of the most exciting projects for the brand to date. Hilfiger also mentioned that the presence of Stray Kids at the Met Gala gained significant media attention, largely due to the global influence of K-pop, positioning his brand as one of the most discussed at the event.

The involvement of K-pop idols in the luxury fashion industry continues to rise as fashion houses increasingly turn to these global stars to tap into their large, devoted fanbases. Last year alone, around 30 K-pop celebrities became ambassadors for top brands like Versace and Dior. In the past few months, BLACKPINK’s Lisa, BTS’ Jin, and Karina from Aespa have joined luxury labels such as Louis Vuitton, Gucci, and Prada. Alison Bringe, chief marketing officer at Launchmetrics, explained that K-pop idols bring immense media value to the brands they represent, surpassing the impact of many Western celebrities. A recent report from Paris Fashion Week highlighted South Korea as a top region for driving buzz, with K-pop stars among the most highly anticipated figures at fashion events.