Why fashion brands from Tommy Hilfiger to Loewe are embracing K-pop stars

Source: Reuters
US designer Tommy Hilfiger browses through a rail of custom-made suits worn to this year’s Met Gala by K-pop stars Stray Kids, before opening up a tuxedo to reveal a special label. The eight-member South Korean boy-band are Tommy Hilfiger brand ambassadors and caused an online frenzy when they became the first K-pop group to attend the prestigious Manhattan fashion event in May. “We did a special label ‘Tommy Hilfiger with the Stray Kids’ and they loved it, we loved it an

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