They say numbers don’t lie. In the recent metrics of Paris Fashion Week, Asians are producing figures higher than ever. So what does that mean for the sartorial landscape, and our very own Filipinos?
The recent study of Launchmetrics on Paris Fashion Week showed one fact about the times today: the Asian Invasion in the world of fashion. According to the data, Thailand had the most number of representatives in Paris Fashion Week next to France and USA. Furthermore, the top three spots of media traction from the event belonged to all three Asians: Heart Evangelista tops the list, followed by Thailand’s Nattawa Wattanagitiphat, and Pia Wurtzbach consecutively. With these findings reflecting how fashion is today, MEGA breaks down the reasons why Filipinos are making an impact both in the fashion and business side of Fashion Weeks.
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The K-Pop Effect Goes Beyond Music
In today’s time, this is where it all begins—a K-Pop group gets their big break beyond a stage performance; they’re booked for a sartorial appearance. Case in point, the announcement of BLACKPINK’s individual fashion brand endorsements. When you talk about Jennie Kim, the monicker Human Chanel will inevitably blend into the conversation. NewJeans, considered rookies at that time, have tied connections with luxury names as well such as Chanel for Minji, Dior for Haerin, Burberry for Danielle, Hyein for Louis Vuitton, and Gucci for Hanni.
On the surface, the attendance of artists to the brands’ shows and events generate noise through the fans; as proud supporters, they make their idols trend with the name of the fashion house attached to it.
As much as the Maisons ring a bell to the crowd for their designs, so do these artists for their influence. Their guestings are a two-way street of exposure for both parties—the mere fashion enthusiasts elicit curiosity to the stars, while fans study and research about the brands their idols are representing. At the end of the day, both sides are talking in the middle of this exchange.
There’s that, but also this fact: the art of K-Pop was never just about music; it’s a platform where other art forms can be expressed. Style was also a factor as to why it stood out—think SNSD’s “Gee” rainbow spread of skinny jeans, 2NE1 Dara’s eccentric hairstyles, and Lee Hyori’s Y2K fashion. As the boom of K-Pop reaches the Western side of things, the dialogue of its influence follows through, too.
The Power That Fandoms Hold
Never, ever underestimate the lengths fans could and would go for their celebrities of desire. The album sales of K-Pop releases are only one of many cases that when a person of influence attaches their name to an object, their fans will most likely buy, or at the very least, get curious about it.
Such is the influence of global fashion icon Heart Evangelista whose favorites have gone from her closet to her fans’. In 2022, the YSL New Wave SL 276 made waves after Heart was spotted wearing them in Paris Fashion Week. “Heart made me do it,” as her supporters would say, tagging the star in their proofs of purchase.
In the recent edition of PFW, the Kapuso star made noise again but this time for her chosen lippie—Pat McGrath’s rich burgundy shade called McMenamy. McGrath herself even left a comment on Heart’s post. Soon enough, Instagram stories of fans buying the same shade were all over social media.
Similarly, the staunch supporters of Miss Universe 2015 Pia Wurtzbach have been with the beauty queen from her pasarela days to her runway moments. The inclusivity that Pia has promoted in her career as a pageant contender extended to her presence as an attendee of fashion shows. Brands like L’Oreal work with Pia not only for her influence, but also for the advocacies of growth and empowerment that she forwards as an individual, as seen in their campaigns. Not only are fans supporting products and services, they are also carrying a message.
From talking about their idols’ posts to actually buying what they’re using, support takes on another level for fans. On the business side of things, the purchasing power of supporters impact the revenue of brands; as they see a new clientele emerge—the fandoms—we see the shift of fashion’s target audience today that includes Asian artists and their diehard supporters.
Fashion Learns From the Asians’ Way of Community Building
Asian cultures, in general, are collectivist in nature—from generational influences of taste to a sense of belongingness through communities with similar beliefs and traditions. When fashion houses target the Asian market, they’re not just targeting one consumer—they have a potential market for a community to be their clientele. Whether they are bringing representation through a model on the runway, an inspiration from traditional fabrics or patterns, or by mere invitation of a celebrity or a content creator, they create a buzz to these communities. Such is the case of inviting Thai, Filipino, and South Korean names in several shows; Filipino designers such as Michael Cinco and Leo Almodal even brought Filipino talents such as Pia Wurtzbach, Michelle Dee, and Maymay Entrata to their runway shows.
Because Asian communities are big on a sense of belongingness bounded by shared interests, this fact creates the potential for maisons to be a staple and stable presence for a specific group. While the fan community is just one branch of this fact, this practice also affects the individuals who can afford to spend for luxury items. There is, perhaps, a series of questions that Asians ask when opting for luxury shopping, whether outrightly or subconsciously: Does my community perceive me better because of this? Do these items add to my worth because of their value?
The shift of fashion focus from the west to the east only proves that the sartorial landscape is one that’s ever-changing and evolving. As the continent of Asia rises to the occasion of Paris Fashion Week, it doesn’t only spotlight representation, but it also opens the discourse on sustainability, consumption, and appreciation in the world of fashion—a much-needed contribution to the field today.
Featured Image and Photos: PIA WURTZBACH, HEART EVANGELISTA, and LISA (via Instagram)
Text by MOIRA DEL ROSARIO and CHLARINE GIANAN
