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The Secret Business of Dressing Korean Celebrities

How indie fashion labels get K-pop stars to wear their clothes without the huge budgets and PR muscle of mega brands.
K-pop band Aespa members (L-R) Giselle, Ningning, Karina and Winter attend the 2025 Billboard Women in Music at YouTube Theater on March 29, 2025 in Los Angeles County, USA.
Members of K-pop band Aespa (L-R) Giselle, Ningning, Karina and Winter attend the 2025 Billboard Women in Music at YouTube Theater on March 29, 2025 in Los Angeles County, USA. (Getty Images)
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Some opportunities just come out of the blue. Two years ago, Amy Trinh and Evan Phillips, co-founders of London-based indie bridal studio Wed, received a message from South Korean stylist Park Minhee. Park was looking to have an outfit made for Jennie Kim ahead of the BST Hyde Park concert where the K-pop star’s group

About the author
Zoe Suen

Zoe Suen is a contributing writer at The Business of Fashion. Suen is a freelance writer, editor, and consultant who writes about luxury fashion and beauty.

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