The fashion industry has always thrived on popular culture, which is enjoying a more diverse upgrade with the Hallyu-wave, or the global phenomenon of K-pop. For a highly competitive industry like K-pop, fashion is a visual weapon to attract more and more audiences every day. It plays a major role in their music videos, translating their distinct concepts— think girl crush, techwear or old school—to their audience. A collaboration between the two gigantic industries was on the anvil, and they did not disappoint.
THE HALLYU WAVE
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