The Prestige Edit

K Pop

3 articles

Young South Koreans in a vibrant Seoul street, surrounded by luxury boutiques, admiring designer goods with a mix of aspiration and concern.
Luxury Fashion

South Korea's luxury spending: Global leader, precarious future.

In 2022, South Koreans spent an astonishing $325 per person on luxury goods, making them the global leaders in per capita luxury spending, a phenomenon largely fueled by the pervasive influence of K-p

Victoria Laurent·August 6, 2026
K-pop idols Joshua, Yeji, and Jin modeling luxury fashion on a runway, showcasing the intersection of music, fashion, and global brand building.
Luxury Fashion

Influential Luxury Fashion Campaigns Boosting Brand Building

JOSHUA of SEVENTEEN, ITZY's Yeji, and Jin of BTS now front major luxury campaigns for brands like Jaeger-LeCoultre, Roger Vivier, and Fred.

Victoria Laurent·July 7, 2026
BTS member Jung Kook, the new global jewelry ambassador for Graff, poses elegantly wearing stunning diamond pieces from the luxury jeweler.
Watches & Jewelry

Graff Appoints BTS Star Jung Kook as Global Jewelry Ambassador

For the first time in its 66-year history, the ultra-luxury jeweler Graff appointed a global ambassador: K-pop sensation Jung Kook of BTS.

Henry Caldwell·July 3, 2026