Asian Fashion Taste Evolved Because Of Men And We Didn't Even Notice

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Wondering how a G-Dragon or a Pharrell as the ambassadors of luxury brands affects the Asian fashion taste? We reveal the big secret.

Over the past few years, Asian fashion taste seemed to have evolved. Brands that largely catered to women are now working on campaigns not with girls but with their male muses. Yes, you read that right!

There was a time when brands loved their dainty, long-legged lasses. But today, famous men are seen campaigning and promoting products that are primarily targeted at female buyers.

And leading the pack of these alpha males are singers Pharrell and Korean pop icon G-Dragon. Both men were signed on by Chanel to model their the new Gabrielle bag last year. And thanks to their inkling for high fashion, their fanbase is no longer restricted to music lovers. They've managed to add many fashionable admirers to their list.

Asian fashion shift has turned around the industry 

Interestingly, this shift seems to have worked in favour of the brands. With a male muse, the appeal has widened to both--the male and female audience.

But what does this say about the evolution of Asian fashion taste?

For one, as most critics would put it- fashion is for all. Whether the products are advertised by men or women, the concept of looking fashionable is no longer sexist. We are openly accepting that both male and females can be fashionable, stylish, maybe even Avante Garde.

This has led to a dramatic change in perception and encouraged inclusivity. 

How this concept has changed the consumer behaviour

 

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Speaking of inclusivity, brands are proving that they finally willing to be all about it. In this case, the two brand ambassadors are male, non-white, and giants in the music industry. But like most female music giants (think: Rihanna, Beyonce, and Taylor Swift), these male muses have also been fashion icons in their own right.

More so G-Dragon, who is always found at the front row of houses brand shows such as Chanel, Givenchy, and even streetwear brand Ambush. He refers to iconic fashion designers Karl Lagerfeld and Jeremy Scott as his friends, to say the least.   

From the marketing perspective, getting them as ambassadors is an opportunity waiting to set trend. And it seems to have done the job!

Despite a male muse, the appeal of the brands these two endorse has widened to both the male and female audience. Maybe times are changing--even in a female-dominated market, a man can reign supreme.

Asian fashion taste is now all about self-expression

 

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The other seismic change that has occurred because of employing male ambassadors is that it has opened doors for self-expression. 

Pharrell, for one reportedly wore a dress for his GQ magazine cover. While G-Dragon is known to endorse red lipstick and mascara.

This means the Asian fashion taste is becoming boundless.

This idea of self-expression through fashion and makeup has extended to the point that you can express yourself in any way you want, even if it means you're a man wearing a skirt to work. 

Brands have followed the Asian male muse ambassador

If you're a designer brand as big as Chanel, anything you do in the world of fashion will be observed, scrutinised, and copied. Fakes aside, now other local and indie brands may also get male muses on board. But this may not exactly be a new trend.  

Last year Kris Wu, former member of South Korean boy band EXO, partnered with Burberry and it was a huge success, with a significant boost in Burberry's sales. As Jing Daily reports, "A demographic analysis of Wu’s fans shows that Wu has three times of female fans more than his male fans. Most of his female fans are aged between 18 and 30 with the high purchasing power who are eager for purchasing first-tier luxury brands such as Burberry and Chanel."

Another example would be Hu Ge. A Chinese actor who represents Emporio Armani and Chanel. Take note that he's reportedly endorsing Chanel's makeup and perfume line, a role usually given to female ambassadors.

And yes, he has also helped boost the sales of these brands. 

Asian male muse is an effective endorser 

 

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There are so many things we can learn from this, but the most important one is that the Asian male muse is an effective endorser in the Asian market.

Putting an Asian face changes perceptions of the consumers. It makes them feel empowered. Finally, they can see somebody who looks just like them.

This is a good call for everyone because it implies equality both from endorsers and to consumers.  

 

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We're guessing more brands will follow suit and will tap more Asian male muses for their brands. We can't wait for high street brands such as H&M and Zara to do this!

And let's not forget, endorsements such as these might also bring about a significant change in style. If you are in the loop already, you know that Unisex as well as androgynous clothing is on the rise and brands are catering to it. Thankfully, many are now more open to identify themselves 'genderless' and sport androgynous looks in the long run. 

These lines being blurred in the fashion industry is a step closer to equality. It's not just affecting the Asian fashion taste but the mindset of everyone as a whole. 

(Feature & lead image courtesy: unsplash)