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Star Power in Korean Fashion: The Win-Win Relationship between Korean Celebrities and Designers

Abstract Korea is a small Asian country that has experienced rapid development to grow into the eleventh strongest economic country in the world, and has a fashion industry and market that is highly interested in and sensitive to trends and styles worn by celebrities. The structure of the Korean fashion industry is also different from the USA or Europe in many aspects including fashion show and department store systems. In this article, the characteristics of the Korean fashion and entertainment industries, and the relationship between celebrities and designer brands are examined to build deeper understanding of the marketability of both. Korean celebrities have immense fashion influential power on the public whereas Korean designers rarely enjoy such recognition. There are many different types of relationships, from genuine friendships to professional and strategic relationships, but they all aim to be win-win relationships.