K-Fashion
Korean fashion, streetwear, and style
31 articles
Karina just became MARK & LONA's first female ambassador, and luxury golf has its K-pop moment
Karina has become MARK & LONA's first female ambassador, and the deal looks bigger than a standard idol endorsement. It pushes luxury golf deeper into K-pop's fashion economy with a Tokyo launch, PLAY ILLUSION campaign film, and retail activations across Japan.
Byeon Woo Seok's BVLGARI Ambassador Deal Confirms His Luxury Breakout
Byeon Woo Seok's new BVLGARI ambassador role is more than a fashion co-sign. It confirms the Lovely Runner star is turning drama heat into real luxury-house status.
Jisoo's outfit-return controversy just turned a styling dispute into a K-pop fashion story
Jisoo's outfit-return controversy is becoming a fashion-business story after designer Benjamin Voortmans said Judassime pieces were finally being retrieved.
Jisoo just made her Met Gala debut in Dior, and it quietly confirms her place in fashion's top tier
Jisoo's first Met Gala appearance in custom Dior was more than a red carpet debut. It was the cleanest proof yet that her luxury fashion status has moved into top tier territory.
Ahn Hyo-seop made his Met Gala debut in custom Valentino
Ahn Hyo-seop made his Met Gala debut on May 4 in custom Valentino, turning a sharp red-scarf moment into a clear sign of rising global fashion status.
Karina's Prada Met Gala debut put Korean dress detail on fashion's biggest carpet
Karina's first Met Gala appearance turned a custom Prada look into a sharper cultural statement, using hanbok-inspired detail instead of generic ambassador glamour.
Lisa Made Met Gala History as Jisoo and Ahn Hyo-seop Hit the Carpet
Lisa becomes the first K-pop artist on the Met Gala host committee as Jisoo and Ahn Hyo-seop add more Korean star power to fashion's biggest night.
Bang Chan and Huh Yunjin Front FENDI's FW26 Pre-Collection
Bang Chan and Huh Yunjin front FENDI's Fall/Winter 2026 Pre-Collection, giving the luxury house a cross-fandom K-fashion moment with pre-orders live now and a worldwide boutique rollout set for May 7.
Ningning Becomes Gucci's Newest Global Brand Ambassador
Ningning has officially joined Gucci as a global brand ambassador, turning a months-long fashion build into a confirmed luxury-house relationship just ahead of aespa's May 29 LEMONADE comeback.
tvN's Kill It Just Made Yeonjun the Face of K-Fashion Survival TV
tvN’s Kill It: Style Creator War premieres May 12 with 100 contestants and Yeonjun of TXT in the mentor lineup, turning K-fashion’s creator economy into survival television.
aespa x POP MART Fluffy Club Drop Lands May 1 With 3 Items
aespa x POP MART Fluffy Club lands May 1 with three items already listed on the official US storefront, including a pendant, card holder, and phone lanyard.
IVE's Jang Wonyoung Just Turned a Vogue Korea Film Promo Into a K-Fashion Power Statement
Jang Wonyoung's Vogue Korea interview tied to The Devil Wears Prada 2 turned a Seoul film promo into a clean K-fashion crossover flex.
Jennie Is Ray-Ban's New Global Ambassador. This Fit Was Obvious.
Jennie is Ray-Ban's new global brand ambassador, giving the heritage eyewear label one of K-pop's most naturally bankable fashion figures.
Felix and Gong cha Drop the Artist Felix Campaign
Gong cha Global and Felix launch the Artist Felix campaign, paralleling music creation with hyper-personalized bubble tea. An April limited-time matcha and taro drink drops next.
DAY6 x Umbro Unveil Seoul Collection With Seongsu Pop-Up
DAY6 drop a Seoul-inspired 60th anniversary collection with British heritage brand Umbro, featuring Han River stripe sneakers and a Seongsu pop-up open through April 12, 2026.
SONGZIO's "Lyrical Armor" Dressed BTS for the ARIRANG Comeback
Korean designer Jay Songzio built 80 custom looks rooted in Joseon-era armor and traditional folk garments for BTS's historic Gwanghwamun comeback concert on March 21, 2026.
Yuqi Named Tiffany & Co. Brand Ambassador, Marks the Moment in Beijing
Song Yuqi of i-dle became a Tiffany & Co. brand ambassador in January 2026, with her debut photoshoot and Beijing store opening appearance now putting the partnership in the spotlight.
Felix Named adidas Global Ambassador, First Campaign Drops March 26
Stray Kids member Felix is now a Global Icon and Ambassador for adidas Originals, holding both a luxury fashion house deal and a major sportswear deal simultaneously. First campaign launches March 26.
IVE Rei Is Miseki Seoul’s Brand Ambassador for 26 Spring/Summer
IVE Rei has been named brand ambassador for Miseki Seoul, the Korean fashion label built around a fictional Japanese designer narrative, for its 2026 Spring/Summer collection.
BAPE Opens Seoul Flagship with Star-Studded K-Pop Attendance
Japanese streetwear icon BAPE landed in Gangnam with a four-level flagship and a guest list that reads like a K-pop roll call: SEVENTEEN, ENHYPEN, BOYNEXTDOOR, and Sandara Park all showed up.
Stray Kids' Hyunjin Is GUESS's New Global Ambassador
Stray Kids' Hyunjin has been named GUESS Global Brand Ambassador, fronting the first worldwide GUESS JEANS Modern Heritage campaign. Announced March 6, 2026.
Jang Won-young Fronts Tommy Jeans Spring 2026 Campaign in London
The IVE star leads Tommy Jeans' Spring 2026 campaign in London's Shoreditch, alongside F1 driver Alba Larsen and a global cast of creatives.
Jun Ji-hyun Named TOPTEN10 Brand Ambassador
Korea's most bankable actress aligns with domestic SPA brand TOPTEN10, betting on timeless elegance over trend cycles. The deal arrives weeks after her $32 million Seoul property acquisition.
EXO's Kai Bags Lacoste and MAC Cosmetics Ambassador Deals in One Week
EXO's Kai locked in Lacoste Korea and MAC Cosmetics China ambassador deals within 48 hours of each other, becoming the first Korean male artist to hold the MAC title.
EXO's Kai Named LACOSTE Korea Brand Ambassador
LACOSTE Korea has appointed EXO's Kai as its newest brand ambassador. The partnership deepens a collaboration that began at the FW25 Paris fashion show.
Jungkook Named Hublot's First Korean Global Ambassador
BTS's Jungkook officially joins Hublot as the Swiss watchmaker's first Korean global brand ambassador, fronting the Big Bang Original Unico campaign from a Seoul launch event in February 2026.
IVE's Liz Is Matin Kim's New Face for 2026 Spring/Summer
IVE's Liz lands her first major fashion brand deal as Matin Kim ambassador for 2026 SS, then follows it 24 hours later with a TONYMOLY beauty partnership.
Changbin of Stray Kids Named Autry's First Global Brand Ambassador
The Stray Kids rapper and producer becomes the first K-pop artist to front the Italian-American sneaker brand, anchoring Autry's spring 2026 campaign.
Rosé Brought K-Pop to Levi's Super Bowl Moment
BLACKPINK's Rosé is Levi's newest global ambassador, starring in the brand's Super Bowl campaign. Here is what the 'Behind Every Original' moment means for K-pop's fashion empire.
K-Pop's Front Row Takeover: Korean Idols Are Dominating Milan Fashion Week FW26
From Bang Chan at Fendi alongside Monica Bellucci to Karina at Prada and Yunho at Diesel, K-pop idols are dominating every major front row at Milan Fashion Week FW26.
Jungkook Is Choreographing Calvin Klein Campaigns Now. That Says Everything.
Jungkook choreographed Calvin Klein's Spring 2026 denim campaign film himself, bringing '90s nostalgia, Rosie Perez, and a record store to his third major CK campaign.