PSY hasn’t been to the American Music Awards, BTS has. But then, even with over 20 million views, Gangnam Style has never reached the levels of popular appeal and global cultural dominance of BTS. In the 2010s, K-pop was largely dominated by PSY’s Gangnam Style. Now, with the BTS world tour, tens of-millions of fans are going to be exposed to Dior’s menswear aesthetics thanks to Kim Jones’ technical finishing and tailoring of the modernist BTS costumes. With an average price of $452, a BTS concert ticket isn’t cheap and not exactly the cost of a t-shirt either. BTS concert tickets have not only been sold out but have been scalped for more than $10,000 at its peak. Arianna Renee may have failed to sell 36 t-shirts to 2.6 million customers but the ARMY is not only loyal but rabid. The world tour for South Korean K-pop sensation BTS kicked off in Los Angeles last month and Dior’s Kim Jones cemented his futurist, post-modernist vision on Dior’s menswear with the world’s most visible influencers by designing their world tour costumes.
Real Influence: Why Dior’s Kim Jones designing BTS costumes for their World Tour was marketing genius They may be hard to find, but they’re relatively easy to spot – case in point: global K-pop sensation – BTS. But, beyond the schadenfreude of “influencer bubbles bursting”, there are actually real influencers out there. Then, when an Instagrammer said she failed to sell 36 T-shirts to her 2.6 million followers couldn’t sell 36 t-shirts, all of the long held perceptions began to unravel. It used to be common “knowledge” for becoming an influencer was to establish a presence on Instagram, amass a sizeable following and then “profit” from brands wanting to work with you.
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