Unless you have been living under a rock, you may have noticed the surge of a not entirely new form of influential figure that has been taking over the world of luxury fashion in the West. While the stars of ‘Hallyu’ or the ‘Korean Wave’ – terms referring to the rise in popularity of South Korean popular culture – have already become regulars at fashion shows, their presence was cemented this most recent season with their abundant attendance across Paris and Milan Fashion Weeks.
It was particularly the appearance of performers in K-Pop – a genre of popular South Korean music that has swept across the world – that garnered much discussion throughout social media and elsewhere, as many of these celebrities rarely make an appearance at such public events. Most commonly referred to as ‘idols’, these stars are sweeping the fashion world with their enormous, and often powerful, fan bases. Their widespread appeal was particularly evident at the entrance of each of the fashion week shows they attended, with the streets outside rammed with screaming fans that showed up in their droves to get even just a glimpse of their favourite star.
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