Gucci’s collaboration with Kai of K-pop band Exo, is part of a trend for luxury houses to partner with brands relevant and admired by Gen Z. Photo: @zkdlin/Instagram
Gucci’s collaboration with Kai of K-pop band Exo, is part of a trend for luxury houses to partner with brands relevant and admired by Gen Z. Photo: @zkdlin/Instagram
Daniel Langer
Opinion

Opinion

Daniel Langer

Why K-pop’s BTS and Exo are working with Louis Vuitton and Gucci: luxury collabs between Hermès and Apple, and Dior and Nike, smartly target digitally native Gen Z

  • BTS just became Louis Vuitton ambassadors, Exo’s Kai models for Gucci and Blackpink’s members each represent Chanel, Saint Laurent, Celine and Dior
  • Dior created the Air Dior line with Nike, while the Hermès Apple Watch and branded Apple AirTags opened up a whole new audience to the luxury maison

Gucci’s collaboration with Kai of K-pop band Exo, is part of a trend for luxury houses to partner with brands relevant and admired by Gen Z. Photo: @zkdlin/Instagram
Gucci’s collaboration with Kai of K-pop band Exo, is part of a trend for luxury houses to partner with brands relevant and admired by Gen Z. Photo: @zkdlin/Instagram
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