“Please carry this bag.” “Please, wear our clothing.”
It is no longer surprising that fashion companies are desperate to have stars use their products. This is true both in Korea and abroad. What happens on the front lines of this fierce marketing war?

Hollywood actress Gwyneth Paltrow regularly hosts ‘Give Away’ parties for her friends. Guests receive various items from numerous luxury brands as gifts. Countless brands send her all kinds of clothing, bags, jewelry, and other products. With reportedly an entire truckload of new products delivered to her home each day, it is understandable that she would occasionally set aside a day to give those free products to her friends.

The same is true for Korean stars. New products are delivered immediately to these ‘walking billboards’ as soon as they are released. “Companies prefer stars because they are close to the public. They want to promote their brands by connecting the stars’ images with the brands’ identities,” explained Director Jung Yoon-ki, a stylist and CEO of a public relations agency.

But do sales really increase when stars appear in the media wearing new products?

“When products worn by stars appear in the media, the public response is definitely different. Of course, the effect cannot be measured precisely. These days, however, as soon as such a product appears in a magazine photo shoot, countless internet users post it online, amplifying its impact. The dress Kim Min-sun wore at a DAKS event was originally going to be produced only in a small quantity. However, after receiving an enthusiastic consumer response, production was increased and an additional order was later placed,” said Assistant Manager Kim Ji-won of LG Fashion’s public relations team.

Regarding this phenomenon, Director Jung explained, “From a consumer’s perspective, clothing worn by stars may appear much more realistic than clothing worn by fashion models with unrealistic body proportions.” Since the stars have already become familiar through TV and film, it may be only natural that the clothes they wear attract considerable attention.

Whether consumers and fashion companies want it or not, stars have now become ‘power players’ in the fashion industry. Every brand uses a variety of methods to attract them. As a result, tension and disputes frequently arise among the stars’ management agencies, brands, and the media. This is because a brand’s media exposure varies depending on which stars attend its promotional fashion events.

However, relying solely on a star’s fame can be problematic. Sometimes the star’s personality does not match the brand’s image. From the star’s perspective, choosing a brand that matches their image is also necessary to produce a synergistic effect.

The partnership between Givenchy and Audrey Hepburn in the 1950s is an excellent example. Givenchy’s design philosophy, which presented elegant yet strikingly simple clothing for the time, perfectly complemented Audrey Hepburn’s graceful beauty. It is no exaggeration to say that this partnership completed Audrey Hepburn’s(photo(右)) iconic image. Givenchy likewise established his reputation as a designer through the image of the major star.

Actress Reese Witherspoon, the cover star of a recent American edition of Elle, said in an interview, “I was surprised when I first met Olivier Theyskens, the creative director of Nina Ricci. As soon as he saw me, he made dozens of drawings. He thoroughly studied my image and spoke with me extensively about fashion. The dresses he then created for me were truly perfect!” Since then, Witherspoon has worn Nina Ricci dresses at virtually every official event.

A brand that suits the star and a star who suits the brand—this is the foundation of ‘win-win marketing.’