Spotlight | France, South Korea
K-pop stars rise to the top of the fashion world charts

Members of the K-pop group BTS are highly sought after by luxury brands. J-Hope has become a brand ambassador for Louis Vuitton.
Members of the K-pop group BTS are highly sought after by luxury brands. J-Hope has become a brand ambassador for Louis Vuitton. © Studio Pachamama
South Korea's pop stars are in huge demand as brand ambassadors for major fashion labels. Behind them are the powerful talent agencies negotiating their lucrative contracts - and millions of dollars in support from their own government. [...]
Published on 02.03.2023 at 06:30 GMT Reading time 4 minutes

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