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Dior to host first-ever runway show in South Korea

"The French luxury house will travel to Seoul to show its pre-fall 2022 collection"

The Fashion Enthusiast
Dior to host first-ever runway show in South Korea


South Korea is rising to the ranks of luxury’s agenda. The luxury market in the region grew 4.6 percent from 2020 to 2021, reaching $14.2 billion as of December, according to Euromonitor as the pandemic spurred domestic spending. Korea’s high-profile celebrities also command star power globally: last year, Dior named South Korean singer Jisoo of Blackpink as its new global ambassador for both fashion and beauty. Her partnership with the brand during Paris Fashion Week helped draw attention online, with the brand’s live stream reaching 140 million views. This audience is becoming a higher priority for LVMH as a whole: Louis Vuitton and Tiffany have also named Korean stars BTS and Blackpink’s Rosé as brand ambassadors, respectively.