K-pop idols and Korean actors showcased the global influence of K-culture by attending luxury brand runways at the 2026 Paris Fashion Week. Notably, the Valentino show saw a significant presence of Asian stars, including IVE's Rei and Liz, actress Go Hyun-jung (고현정), and WayV's Kun (쿤).
Paris Fashion Week is more than just a presentation of clothing collections; it's a cultural arena that dictates global trends. In recent years, the attendance of K-culture celebrities, including K-pop idols, has become a crucial element in luxury brands' marketing strategies. As global ambassadors, these stars influence Gen Z and Alpha consumers worldwide, extending their reach far beyond the Asian market.
K-Style Shines at the Valentino Show: IVE's Rei & Liz, and Go Hyun-jung
On October 3rd, members Rei and Liz from K-pop girl group IVE attended the Valentino show. From their airport fashion (공항패션) on their way to Paris, they showcased styling reminiscent of "twin looks," and at the show itself, they embodied Valentino's designs, asserting their presence as fashionistas. Rei, in particular, expressed her lovely charm with a star-adorned outfit, while Liz conveyed her individual personality with a chic vibe.
On the same day, actress Go Hyun-jung (고현정) also attended the Valentino show. She showcased Valentino attire from her airport fashion on her departure to Paris, creating her unique aura. Go Hyun-jung's attendance is an example demonstrating that Korean actors, alongside K-pop idols, are also partners with global luxury brands.
Global Celebrities at the Valentino Show: An Expanded Spectrum with Kun & Clairo
Beyond K-pop stars, various global celebrities attended the Valentino show. WayV's Kun (쿤) was present at the Paris Fashion Week Valentino show on October 4th. His attendance highlights the presence of K-pop male idols in the fashion world. Additionally, American singer-songwriter Clairo also attended the Valentino show. This demonstrates Valentino's strategy to expand its brand image through global cultural icons, not limiting itself to specific regions or genres.
The Buzz of Fashion Week Also Captured at the Lacoste Show
Beyond Valentino, Lacoste's SS27 show was also a major event during Fashion Week. Lacoste showcased its unique sporty yet sophisticated aesthetic. Positive reactions to the show were particularly noted, accompanied by the phrase "The path to becoming an alligator."
https://www.instagram.com/p/DeE29CwAA0T/, https://www.instagram.com/p/DeE3odxgAMN/The Strategic Value of K-Culture in the Global Fashion Market
The strong presence of K-pop idols and Korean actors at this Paris Fashion Week demonstrates that luxury brands recognize K-culture as a vital marketing asset. K-stars boost brand awareness and drive immediate sales increases through their extensive fandoms. Everything from their airport fashion (공항패션) to their show outfits, hair, and makeup (헤메코, a common Korean abbreviation for hair, makeup, and coordination) is transformed into content, spreading across social media and stimulating interest and desire to purchase brand products. This phenomenon also positively impacts the K-beauty industry, leading to global interest in the beauty products used by K-stars.
Luxury brands are reinterpreting their brand images with a modern and youthful sensibility through K-stars. This is part of a strategy to make brands more approachable to Gen Z, the new core consumers, and to communicate in a way that aligns with their values and lifestyles. The diverse and dynamic energy of K-culture also resonates with the values of innovation and creativity that luxury brands pursue.
K-pop idols and K-culture celebrities have now moved beyond being mere "faces" in the global fashion market; they have established themselves as crucial "strategic partners" that shape a brand's identity and future. [Related Article: Art in Seoul Right Now]
