TRANSLATION | Neda
時尚總是跟隨著時代的步伐創造潮流、打造流行，在數位時代的趨使下，品牌必須突破既定框架逐漸向年輕族群的Z世代靠攏。而近幾年來亞洲市場韓流崛起，韓國男團防彈少年團（BTS）2017年獲得告示牌音樂獎 (Billboard Music Awards) 的 Top Social Artist 獎項與接連四首歌曲成為在美國告示牌（Billboard）的「Hot 100」榜空降冠軍、並連續3年登上葛萊美獎，BTS 的多項音樂作品成就使他們具備全球影響力，且不只一次獲選《時代雜誌》「網路最有影響力人物」和「百大影響力人物」，在數位時代以及疫情影響的催化下，品牌也越依靠社群媒體的宣傳，以及選擇將品牌年輕化。
Louis Vuitton announced BTS as the latest global brand ambassador last year.
Louis Vuitton 去年宣布 BTS 成為最新全球品牌大使，此作法也與 2018 年 Virgil Abloh 擔任 Louis Vuitton 男裝藝術總監的推測原因一樣，擁有百年文化底蘊的 Louis Vuitton 向時代潮流靠齊，年輕化成了首要的扭轉必要條件，而財報數據與社群媒體的反應更是證明這些選擇都是對的。
另外一點，品牌在吸引消費者注意力的同時，與明星的深度連結有著密不可分的關係，其條件是提升品牌的調性，其次則是提升在消費者心目中的形象及地位。借用明星的個人形象，幫助品牌實現視覺形象上的轉型。
Z世代的時尚指標 Blackpink 韓國女團四位成員分別做到了上述的條件，她們的國際時尚影響力證明了扭轉品牌既定形象的重要性。Blackpink 成員 Lisa 除了成為 CELINE 全球代言人以外更在今年成為 CELINE 高級訂製香水系列全球大使，在頂級珠寶這塊則是成為 BVLGARI 寶格麗品牌大使。現今 CELINE 創意總監 Hedi Slimane 攜手Lisa 扭轉了CELINE 前創意總監 Phoebe Philo 深耕的品牌調性，將慵懶法式運動潮流躍升成為時下年輕人爭先模仿的風格。很明顯的走在街頭， CELINE 凱旋門標誌包款，棒球帽、寬闊的牛仔褲搭配運動內衣，那些混搭時裝與潮流的 CELINE女孩正在城市中發酵。
另外Blackpink 其他三人成員包含有著「人間香奈兒」稱號的 Jennie 成為香奈兒全球形象大使，她的加入使年輕女孩更懂得如何以香奈兒搭配以外，也讓 gentle monster 成為Z世代人手一支的潮流墨鏡品牌 ; Rosé 成為YSL 聖羅蘭全球品牌大使，去年 Rosé 與Saint Laurent 創意總監Anthony Vaccarello 一同出席時尚奧斯卡 Met Gala 盛宴，她的加入完美詮釋了品牌形象那冷豔神秘的氣質，Rosé 時常以全黑的 Saint Laurent 西裝、黑色皮革、小洋裝、大衣等等造型亮相，極簡冷淡的女力形象使熱愛極簡風格的信眾有加入一抹鋒利性感的新選擇。
除此之外 Rosé 也成為LVMH集團的珠寶品牌 Tiffany & Co.的全球品牌大使，可以說是第一位跨兩個精品龍頭集團的品牌大使 ; Jisoo 則是成為 Dior 迪奧全球品牌代言人，Jisoo 的甜美氣質也與 Dior 品牌形象不謀而合，甚至在 2022 秋冬時裝秀上，國外媒體分析 Jisoo 具備720萬美元的媒體價值，成為時裝週佔位第一的明星。同時也就在今年五月底，奢華珠寶品牌 Cartier 卡地亞宣布 Jisoo 成為全球品牌大使，其中的三人各成為奢侈時裝以及珠寶品牌大使，而 Jennie 則是與 Channel 香奈兒更加深入綁定。
韓流的時尚資源不只是在這幾年快速發酵，時尚始祖韓國男團 Bigbang 團長權志龍（G-Dragon，簡稱GD）早在 2017成為香奈兒全球形象大使，他有一定的全球時尚影響力，甚至可以說是韓國娛樂圈當中時尚資源最為頂標的。從上述的種種事蹟來看，韓國明星的全球時尚影響力可以說是爆炸性的崛起，其中也使品牌年輕化與各世代有所連結，時尚、創意與文化緊密相連，在連結的過程中也讓傳統品牌屋重新定義品牌文化內涵與外延。我們在越來越多亞洲面孔走向世界感到高興的同時，同時也反思著對於學習、對於進步以及延伸。
Fashion always has to be up-to-date and trendsetting. Being driven by the digitals, brands must break through the stereotypical framework and gradually align with the Gen Z. In recent years, the trend of Korean entertainment industry has risen in the Asian market. The Korean group BTS won the Billboard Music Awards in 2017, was ranked No.1 on the “Hot 100” chart with 4 songs and topped the Grammy Awards for three consecutive years, BTS’s multiple achievements have made them globally influential, and they have been selected as “The Most Influential People on the Internet” and the “Top 100 Influential People” by Time Magazine more than once. Under the the digital era and the impact of the epidemic, brands are also relying more on social media and consequently have to rejuvenate their brands. Louis Vuitton announced BTS as the latest global brand ambassador last year. This approach is also the same as the speculation that Virgil Abloh was appointed as the creative director of Louis Vuitton menswear in 2018. Louis Vuitton, which has a century-old cultural heritage, is aligned with the trend of the current, and rejuvenation has become the primary factor to twist, and the financial data plus the social media prove that these decisions are correct.
To borrow the personal image of the celebrity is to help the brand transform the image on the visuals. The four members of the Blackpink who are the fashion icons of Gen Z, qualified the above conditions respectively, and their on global fashion market proved the importance of reversing the stereotype of the brand. In addition to becoming the global ambassador of CELINE, Lisa, a member of Blackpink, has also become the global ambassador of CELINE’s haute couture fragrance collection this year, and in the case of high jewelry, she has become the brand ambassador of BVLGARI. The present creative director of CELINE—Hedi Slimane and Lisa have reversed the brand’s style deeply cultivated by the fashion house’s former creative director Phoebe Philo, and transformed the trend of casual French style into a trendy style that young people are eager to follow.Additionally, the other three members of Blackpink, inclusive of Jennie, who has the title of “Chanel in Real Life”, is more deeply bounded to Chanel and becomes the global ambassador of Chanel.
Her joining enables young girls to know how to match Chanel’s items better; Rosé becomes Saint Laurent’s Global Brand ambassador, she attended the 2021 Met Gala along with Saint Laurent creative director Anthony Vaccarello last year. Her participation perfectly interprets the cool and mysterious brand image. Rosé often wears all black Saint Laurent suits, black leather, small dresses and coats, etc. And the minimalist and indifferent image of female power made believers who love minimalism have a new choice to tinge a sharp and sexy sense. In addition, Rosé has also become the global brand ambassador of Tiffany & Co., a jewelry brand belonging to the LVMH group. It can be said that she is the first brand ambassador to cross two leading luxury brands; Jisoo has become the global brand ambassador of Dior, Jisoo’s sweetness also coincides with the brand image. Even in the 2022 AW fashion show, foreign media analyzed that Jisoo has a media value of 7.2 million US dollars, becoming the top among the celebrities who attended fashion week. At the end of May this year, Cartier announced that Jisoo has become the global brand ambassador. Three members of Blackpink have become brand ambassadors of fashion houses and high jewelries and Jennie takes over both Chanel and high jewelry as well.
The resource of fashion in South Korea is not only rapidly fermented in recent years. G-Dragon (GD), the captain of Bigbang, was leading this trend of Kpop star appearing in global fashion week, he became Chanel’s global ambassador as early as 2017. He has significant impact globally, can even be said that it is the most representative fashion icon in the Korean entertainment industry. Speaking from the above-mentioned deeds, the influence Korean stars brought to fashion industry is an explosive rise. While we are delighted that more and more Asian faces are being recognized, we are also reflecting on learning, proceeding and extending.
