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Recently, on Instagram of three Korean fashion magazines
an image of bear was posted at the same time.
There was no explanation for the bear
but gave a hint that is was related to Gucci
Then, Gucci posted images of bears installed in Korean attractions for three days in a row.
I kept an eye on it from the point that Gucci installed artworks in Korea and it was related to a teaser marketing.
Actually, I recognized that the bears were created by Korean artist IM Jibin.
He is being loved from global fans with Pop Art piece borrowed from a bear brick.
And, he has already collaborated with several global brands.
Gucci revealed the making film right after the bear images posing.
From 2019, EXO’S KAI has led as Gucci's global ambassador.
While Gucci designated Jun Ji-hyun as an Asian ambassador, KAI is the first Korean to lead as global ambassador.
Let's find out the meaning of the global ambassador a little later
One of KAI's quintessential toys from the childhood was 'Teddy bear'.
So, Gucci uses a Teddy bear as a distinctive motif for the upcoming 'KAI x Gucci' collection.
Also, collaborated with Korean artist IM Jibin for this.
Then, guess who designed this collection?
Gucci's creative director Alessandro Michele
If you may ask who he is
With a genderless look and vivid design,
he revived the stagnant Gucci as the hottest brand.
He's the god-like being in Gucci now.
(Somewhat, he resembles Jesus)
Then, where he got inspired
only by Exo's KAI
As I remember, his is the first time Gucci has launched a collection with a Korean celebrity.
It reminds me of..
When Chanel launched a 'Urban Capsule Collection' with Pharrell Williams in 2019.
It showcased the friendship with Karl Lagerfeld and the faith in fashion.
At that time, it was a hot issue as Chanel teamed up with an African musician, not a professional designer.
While KAI didn't involve in designing and the collection is supposed to launches in Asia only,
it clearly shows the highest status of Korean artist now.
Let's have a look at the KAI x Gucci collection
designed by Alessandro Michele
inspired by KAI & Teddy bear
Few years ago, most Korean celebrities was contracted by a local ambassador.
In this case, they only appeared in Korean Advertisements and events.
So, it's a bit difficult to call them as a brand representatives.
Howe..........ver
Now, there are lots of Korean celebrities who are global ambassadors
They are playing a significant role in global-wide beyond local.
Then why global fashion brands woo Korean celebrities recently?
Korean Foundation for International Cultural Exchange revealed that
the economic ripple effect reaches at $13 billion
In KZbin Rewind, an overview and a recap of each year's KZbin videos
K-Pop occupies a large part of it and it proves the K-Pop stars' popularity
During fashion week period, K-Pop stars' movement disrupts whole traffic around.
So, there are some cases the fashion brands felt the power of K-Pop and hurried to sign the global ambassador contract.
Likewise, one of their powers is fan's strongest loyalty.
This loyalty leads to product sold-out.
It seems that Korean celebrities global ambassador contract is expected to continue.
Thanks for watching WLDO (Who Letta Dogs Out)