During Menswear Fashion Week in June, thousands of people camped overnight outside the Palais de Tokyo, Paris, ahead of Hedi Slimane's S/S23 Celine show. But it wasn't the brand they were waiting to see.

Crowds outside of fashion shows are no rare sight in Paris; however, the arrival of three guests caused uproar around the event. Crowds had unanimously gathered to catch a glimpse of Lisa from the K-Pop girl group BLACKPINK, BTS member Kim Tae-Hyung, and actor Park Bo-gum. While seated inside, industry guests were left bemused as the public greeted the stars with waves of adulation. What they were witnessing, however, has become more commonplace.

For several seasons, K-Pop stars have been a dominant force during show season, scattered amongst the front row and walking the runway. According to Lefty's data, out of the top 100 influencers attending Men's Fashion Week, 13% were South Korean; however, that 13% generated almost 60% of the season's overall EMV, equating to over $62M. A key casting trend now and into the future, Karla Otto and Lefty join forces to understand what is it about K-Pop that makes it such a natural partner for fashion? And more importantly, for brands and retailers - how do you bottle that stardust?