Dior Embraces the Next Wave, Tapping into the Powerful Zeitgeist of K-Pop with Their Latest Brand Ambassadors
Korean pop sensation Tomorrow X Together, commonly known as TXT, has stepped into the spotlight as Dior’s newest brand ambassadors, following their headline performance at the recent Lollapalooza music festival in Chicago. The renowned French luxury fashion house continues to expand its roster of Korean brand representatives with the inclusion of the K-pop music group following on the heels of NewsJeans’ Haerin in becoming a Dior model earlier this year.
This announcement closely follows TXT’s historic headlining act at Lollapalooza on August 5, 2023. During their performance, the five-member group—comprising Yeonjun, Soobin, Beomgyu, Taehyun, and Hueningkai—graced the stage in distinctive ensembles designed by Dior’s creative director, Kim Jones. These bespoke outfits harked back to the couture looks that Dior presented during its pre-fall showcase in Egypt the previous year.
Marking a significant milestone, TXT became the first Korean music group to headline Lollapalooza. Their eye-catching custom Dior costumes during the performance provided a tantalizing preview of their newly established collaboration with the fashion powerhouse.
Kim Jones, Dior’s artistic director, personally crafted the exclusive concert attire for each TXT member, tailored to their individual styles. The five performers showcased these outfits during their 20-song set, solidifying their partnership with Dior.
This ambassadorship not only signifies TXT’s close connection with Dior and Kim Jones but also embodies the essence of Dior’s distinctive and modern style, blending contemporary elements with timeless elegance.
Dior has been proactive in recognizing the global influence and cultural significance of K-pop. In 2019, Kim Jones designed bespoke outfits for BTS, another South Korean supergroup and labelmates of TXT, for their “Love Yourself: Speak Yourself” tour.
TXT’s entry into the Dior family aligns them with other prominent South Korean ambassadors, including BTS’s Jimin, BLACKPINK’s Jisoo, NewJeans’ Haerin, 2PM’s Junho, ASTRO’s Cha Eun-woo, and actor Nam Joo-hyuk. The K-pop world’s stars have been shining brightly in the fashion realm, as demonstrated by their significant roles in global campaigns for renowned luxury brands.
TXT’s affiliation with Dior adds another layer to their already impressive portfolio of brand collaborations. Prior to their partnership with Dior, the group has also served as ambassadors for skincare brand Kundal, Japanese beauty line Manyo Factory, and Korean beauty label 4OIN FOREUL. This move solidifies TXT’s position as a cultural force with substantial influence not just in music but also in the world of fashion and beauty.