Should fashion play with the squid game?

The pursuit of top influencers is at the forefront for luxury brands. “We’ve seen a record number of influencers attend the Mat Gala this year, fashion weeks are now embracing digital talent more than ever, and we’re seeing an influx of hits from Netflix and Hulu shows starring the next generation of Tiktok celebrities,” said Sadie Schabdach, executive vice president. PR and marketing influencer for Mitchell, a communications agency under the global influence agency Dentsu.

During the Covid-19 pandemic, when production studios were closed and actors used their mobile devices to record content, their impact increased, she added. “If there’s one thing that’s for sure: the word ‘influencer’ is declining and we’re seeing a new wave of celebrities with a triple threat: actor, influencer and fashion icon.”

Generation Z focused on CBD brand Area52 commissioned power research Squid game influencers with Influencer Marketing Hub. They found that the main actors earn between £ 1,500 and £ 31,500 per post on Instagram. The highest paid is Jung, who plays Kang Sae-byeoka. They are followed by Lee Yoo-mi (Ji-yeong), Heo Sung-tae (Jang Deok-su) and Lee Byung-hun (The Front Man).

“Dystopian environment Squid game combined with the use of balaclavas and masks contributes to the growing fashion trend of ‘survivalists’, she adds. “This aesthetic was triggered by a pandemic and environmental uncertainty, serving as the antithesis of dopamine clothing,” says Marci of Edited.

Clémentine Hologan, a 22-year-old student who spent seven hours in line for the pop-up Paris Squid Game on Saturday, says people will continue to talk about the squid game, in anticipation of the second season. “It’s such an amazing series that takes us back to our childhood,” she says.

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Even if aesthetic trends fade, as is typical, the effect of K-drama on the culture of influence is likely to last, says Mitchell’s Schabdach. “There was a spread of fame,” she says. “What used to be an A-list of celebrity actors has now become a much wider group of celebrities in all forms. What we will continue to see are more and more celebrities who are specific to a certain niche, be it K-pop, gaming, Youtube, Tiktok and beyond. ”

Funnel of fashion trends

Television has become necessary for the flow of fashion trends, since Emily in Paris which led to an increase in searches for Kangol hats Gossip-inspired restoring preppy aesthetics. Balenciaga screened a branded episode The Simpsons during his show on the runway for spring / summer 2022 in Paris, cheering the audience from the inside. Bridgerton inspired the “Regencycore” trend in Tiktok, with extravagant fashion in the style of ancient costumes.

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