Korean stars dominating Milan Fashion Week 2023: Song Hye-kyo drew a crowd outside Fendi’s show, and fans went crazy for Jeon Somi at Prada – while NewJeans’ Hanni will sit front row for Gucci

Feb 25 , 2023

South Korean stars Jeon Somi and Song Kang attended Milan Fashion Week 2023. Photos: AFP

South Korea’s hottest K-pop idols and K-drama stars reign supreme at fashion weeks, with Milan’s shows kicking off with Jeon Somi and Song Hye-kyo at Prada and Fendi, respectively – and fans followed

The influence of Korean celebrities cannot be ignored, and more luxury brands are scrambling to sign deals with big names like BTS – Jimin with Dior and Suga with Valentino – and Blackpink

Milan’s catwalks may be the epicentre of global fashion this week, but it’s Seoul and K-pop fans who are front and centre in the battle for new luxury customers.

Outside Prada’s fashion show on Thursday, the biggest squeals of excitement came from fans of Jeon Somi, South Korea’s blonde singer with 16.6 million Instagram followers.

Korean and Canadian singer, rapper and dancer Jeon Somi arrives at Prada’s autumn-winter 2023-2024 women’s collection on February 23, during the Fashion Week in Milan. Photo: AFP

The hordes of pushing, screaming fans straining for a view of their favourite K-pop or Korean film and television stars are expected to come out in force for the duration of Milan Fashion Week – underscoring the strategic importance of the South Korean market to Italian fashion.

Korean and Canadian singer, rapper and dancer Jeon Somi brought in the crowds at Prada’s autumn-winter 2023-2024 women’s collection show on February 23, during the Fashion Week in Milan. Photo: AFP

“I’ve been here since 11 o’clock in the morning to see Somi,” 20-year-old Italian fan Serena Danimarco told AFP. “I love her, her music, her look.”

She held up a sign reading “Somi I’m so ‘Dumb Dumb’ for you,” a reference to the singer’s 2021 single.

Such enthusiasm also greeted the arrival of Korean actress Song Hye-kyo at the Fendi show Wednesday, which kicked off fashion week.

Fan Giulia, 20, was crushed behind a barrier outside the show, holding up her handmade sign with photos of her idol and an “I love you” written underneath.