Should fashion play with Squid Game?

The hunt for high-level influencers is at the heart of the concerns of luxury brands. “We’ve seen a record number of influencers attending the Met Gala this year, fashion weeks are embracing digital talent more than ever, and we’re seeing an influx of shows on Netflix and Hulu featuring the next generation of Tiktok celebrities, ”Sadie Schabdach said. , executive vice president of public relations and influencer marketing for Mitchell, a communications agency for global influencer agency Dentsu.

During the Covid-19 pandemic, when production studios were closed and actors used their mobile devices to shoot content, their influence increased, she adds. “If there is one thing that is certain: the word ‘influencer’ is on the decline and we are witnessing a new wave of triple threat celebrities: actor, influencer and fashion icon.

Gen Z-driven CBD brand Area52 commissioned research into the power of Squid game influencers with Influencer Marketing Hub. They found that the main actors made between £ 1,500 and £ 31,500 per Instagram post. The highest paid is Jung, who plays Kang Sae-byeok. She is followed by Lee Yoo-mi (Ji-yeong), Heo Sung-tae (Jang Deok-su) and Lee Byung-hun (The Front Man).

“The dystopian framework of Squid game coupled with the use of balaclavas and masks is fueling the growing trend in “survivalist” fashion, ”she adds. “This aesthetic was set in motion by the pandemic and environmental uncertainty, serving as an antithesis to the dopamine dressing,” explains Marci d’Edited.

Clementine Hologan, a 22-year-old college student who spent seven hours online for the Paris Squid Game pop-up on Saturday, says people will keep talking about Squid Game, ahead of season two. “It’s such a captivating series that takes us back to childhood,” she says.

Even if aesthetic trends fade, as is usually the case, K-drama’s effect on influencer culture is likely to endure, says Mitchell’s Schabdach. “There has been a spread of fame,” she said. “What was once an A-list of famous actors has now grown into a much larger group of celebrities in all its forms. What we will continue to see are more and more celebrities who are niche specific, be it K-pop, games, Youtube, Tiktok and beyond. ”

The funnel of fashion trends

Television has become an essential part of the funnel of fashion trends, Emilie in Paris causing an increase in searches for Kangol bucket hats in Gossip Girl-inspired return of the preppy aesthetic. Balenciaga screened a branded episode of The simpsons during its Spring / Summer 2022 show in Paris, to the applause of the public inside. Bridgerton inspired a “Regencycore” trend on Tiktok, featuring extravagant fashion in period costume style.