U.S. fashion designer Tommy Hilfiger recently presented custom suits for the K-pop group Stray Kids, which they wore at the Met Gala in May. This made Stray Kids, an eight-member South Korean boy band, the first K-pop group to attend the famous fashion event held in Manhattan. Stray Kids are also brand ambassadors for Tommy Hilfiger, and Hilfiger noted that this event was a special moment for his brand. He created a unique label, “Tommy Hilfiger with Stray Kids,” for the occasion and described it as one of the brand’s most exciting projects. Hilfiger also said that Stray Kids’ appearance at the Met Gala received a lot of media attention, mainly because of K-pop’s global popularity, making his brand one of the most talked about at the event.

K-pop idols are becoming more involved in the luxury fashion industry, as brands look to connect with their large, loyal fanbases. Last year, about 30 K-pop celebrities, including BLACKPINK’s Lisa, BTS’ Jin, and Aespa’s Karina, became ambassadors for brands like Versace, Dior, Louis Vuitton, Gucci, and Prada. Alison Bringe, chief marketing officer at Launchmetrics, explained that K-pop stars bring great media value to the brands they represent, often surpassing the influence of Western celebrities. South Korea has become a major region for creating excitement at fashion events like Paris Fashion Week.