Enhypen and Nct drive crowds crazy at Fashion Week

Also there Milan Fashion Week has become an event capable of attracting South Korean artists. In fact, to conquer Asian markets, brands are increasingly investing in new faces, often singers of the movement K-Popthe Korean popular music, that is, Korean popular music. This edition also seems to be no exception: the first day of fashion shows, from Fendiwe saw the singer An Yujin, one of the five girls of Ivethe most popular all-female band among lovers of K-Pop.

Who are Nct and Bts, the South Korean idols at fashion shows

Milan Fashion Week brings K-pop idols to the front rows of the fashion shows. To explain who the most popular bands in South-East Asia are, it is first necessary to specify that the movement was born in the 90s and that it is divided into four generation: currently, starting from 2018, we are in the fourth generation Kpop. This distinction is also necessary to understand which bands are on the crest of the wave now and, therefore, which faces attract the interests of fashion brands.

The exploit of K-pop, as we know it now, arrives in 2015 with i BTS (made up of seven members who, individually, have signed agreements with various Maisons): Jin, Suga, J-Hope, RM, Jimin, V, Junkook. Already during the Milan and Paris Fashion Week, in September 2022, the arrival of the Korean idols had created huge crowds of boys and girls in the streets waiting to see, even just for a few minutes, their idols arrive at the parades.

This general interest that is created around the fashion shows among fans of BTS first and then of other groups can only benefit international brands. Jimin, for example, is the face of Dior; Suga di Valentino and all the band has been face of Louis Vuitton. In addition to BTS, they are part of the third generation of all-male K-pop bands like the Exo, GOT7, Seventeen and Nct; as regards the feminine, the most famous are the Blackpink and Mamamoo. Although the third generation of the musical movement has already made room for the fourth, the Nct they remain the most anticipated group of this Milan Fashion Week (they are divided into 4 subgroups and have a total of 23 members: therefore it is very likely that at least one of them will be present at the fashion shows).

Among the exponents of fourth generation most anticipated in Milan we find the Enhyphen, considered by many to be BTS’s successors along with NCT. The band, composed of leader Jungwon and Heeseung, Jake, Jay, Ni-ki, Sunghoon and Sunoo, caused a crowd to go wild outside Fondazione Prada last January on the occasion of the Prada men’s fashion show. What differentiates the fourth generation of South Korean singers from the previous one, in fact, is greater attention to style which makes them even more linked to fashion brands. Their songs are singer equally in Korean and English and their style, currently a mix between the comeback and 2000s trends evergreenis within the reach of all fans.

K-pop at the fashion shows at Milan Fashion Week

In the first two days of parades, many South Korean singers were present in the front rows. From Hwasa of Mamamoo at Diesel to Ive Jujin at Fendi, to arrive at the Prada fashion show where the most anticipated were the Enhypen, who announced their presence at the show in their Instagram stories with the hashtag #PradaxEnhypen. Hundreds of boys and girls literally went into a frenzy upon their arrival at Fondazione Prada.