How far can star power take you? South Korean fashion designers are keenly aware that many of their customers look to celebrities as trendsetters, and have long scrambled to have top stars spotted in their outfits, in movies, television dramas and at glamorous parties. With Asian audiences going crazy over Korean artists in the past few years, they're hoping to ride the hallyu (Korean wave) to boost their profile in the region.
'If a celebrity is seen wearing your clothes, they sell out quickly. Koreans love to follow celebrities for trends. They're all wannabes,' says Lee Ju-young, whose edgy, rock-inspired outfits are favoured by boy band TVXQ and other pop acts.
Since any outfit worn by a hot actress such as Jeon Ji-hyun (My Sassy Girl) or a pop singer such as Lee Hyo-ri becomes a must-have for the season, it's an obvious move for designers to dress them. It's an almost infallible way of generating publicity for their brands, says Lee Ju-young.
Last month the Seoul Fashion Centre (SFC), a unit of the city government, took the idea a step further by getting showbiz personalities to take to the catwalk at the Hallyu Stars Fashion Festival. Celebrity models included actress Park Eun-hye and rapper Andy Lee.
Celebrity marketing is a common practice in Korea's fashion industry, says SFC director-general Hahn Seong-hee. 'Designers already have a good relationship with the stars. Because actors and singers always need to be seen in new clothes, they ask designers to create stylish outfits for them,' he says. 'When a well-known actress like [Jewel in the Palace star] Lee Young-ae wears a design, people will ask who made it. It's a win-win situation for the star and the designer.'
The centre hopes to improve its staging of next year's event, Hahn says, and is mulling over the feasibility of putting on a regional version to showcase Asian design.