Luxury brands from Miu Miu to Montblanc turn to Korean dramas like The World of the Married to target younger generations

With so many luxury brand events cancelled this year because of Covid-19, many labels are using product placement in increasingly popular K-dramas

Such moves have proven to pay off, like when a pair of Jimmy Choos sold out in days after appearing in My Love from the Star

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Son Ye-jin’s character carries a Tod’s bag in Crash Landing on You. With so many events cancelled this year because of the coronavirus, many major fashion houses are turning their focus to featuring their products in Korean dramas.

Published: 8:15pm, 4 Jul 2020Updated: 10:23pm, 5 Jul 2020

Celebrity red carpet events are largely on hold in the real world because of the pandemic, but an Alexander McQueen pre-spring 2020 ensemble and a pair of Roger Vivier heels are having their moment in fictional worlds.

In a scene in the third episode of popular Korean drama A Couple’s World (also known as The World of the Married ), actress Kim Hee-ae pairs The Story bag by McQueen with a rose-patterned pussy-bow shirt, high-waisted houndstooth trousers and an ivory raincoat by the label.

Meanwhile, Roger Vivier’s bouquet strass slingback pumps make an appearance in two episodes of The King: Eternal Monarch , a K-drama on Netflix, where they are worn by actress Jung Eun-chae.

They aren’t the only labels popping up in Korean dramas – the female lead character of hit show Crash Landing On You can be spotted carrying bags from labels such as Tod’s, Miu Miu and Alaia in many pivotal scenes. Stills of Son Ye-jin’s character wearing these items are handed out by the brands to their followers online and to fashion editors via elaborate press releases.

Roger Vivier shoes in a still from The King: Eternal Monarch.

Many high-end brands, from Montblanc to Ferragamo, have associated themselves with K-drama actors and actresses in recent months. It’s a phenomenon that, though not new, is one of the few ways to see a luxe spring outfit in action right now.

Luxury brands from Miu Miu to Montblanc turn to Korean dramas like The World of the Married to target younger generations

With so many luxury brand events cancelled this year because of Covid-19, many labels are using product placement in increasingly popular K-dramas Such moves have proven to pay off, like when a pair of Jimmy Choos sold out in days after appearing in My Love from the Star

With so many luxury brand events cancelled this year because of Covid-19, many labels are using product placement in increasingly popular K-dramas

Such moves have proven to pay off, like when a pair of Jimmy Choos sold out in days after appearing in My Love from the Star