{"id":1069,"date":"2016-06-15T09:55:29","date_gmt":"2016-06-15T00:55:29","guid":{"rendered":"https:\/\/news.samsungcnt.com\/en\/?p=1069"},"modified":"2023-02-27T17:20:47","modified_gmt":"2023-02-27T08:20:47","slug":"nonagon-k-pop-fashion-goes-global","status":"publish","type":"post","link":"https:\/\/news.samsungcnt.com\/en\/features\/fashion\/2016-06-nonagon-k-pop-fashion-goes-global\/","title":{"rendered":"NONAGON: K-Pop Fashion Goes Global"},"content":{"rendered":"\t\t
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Young fashionistas fill the shop, rifling through the flashy streetwear on display. From embroidered bomber jackets to black leather biker vests, each piece of clothing on display at this NONAGON store is something that you could imagine K-pop superstars like 2NE1 leader\u00a0CL or iKON\u2019s\u00a0Bobby wearing on stage. And the youngsters here are lapping it up, keen to dress like Korea\u2019s hottest pop stars. But this is not Seoul \u2013 it\u2019s actually Tokyo.<\/p>

This May, the NONAGON pop-up store at the Isetan Department Store in Tokyo\u2019s uber-hip Shinjuku neighborhood, proved a real fashion hit.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Launched in 2014, NONAGON is a collaboration between Samsung C&T\u2019s Fashion Group and YG Entertainment, one of Korea\u2019s biggest talent agencies. YG is home to stars like global chart-topper Psy, CL, G-Dragon and his group \u00a0exciting rookie group iKON.<\/p>

Reflecting the on-stage personas of stars like CL, NONAGON\u2019s designs are mainly high-end hip-hop and urban casualwear.<\/p>

The joint venture has clearly paid off. K-pop fans worldwide have responded enthusiastically to the collaboration. Indeed, 40 percent of the brand\u2019s sales are driven by international consumers, according to Sun Hee Nam, NONAGON\u2019s brand manager in Korea.<\/p>

\u201cFashion and music are things that every youngster in the world can identify with.\u201d Nam says. \u201cNONAGON appeals to young people, regardless of nationality.\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Keeping Fashion Funky<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In 2014, NONAGON\u2019s debut collection sold out at Seoul luxury department store Galleria in just three days. One of the most popular items from the line \u2013 a KRW 780,000 (US $655) black bomber jacket with intricate embroidery on the back \u2013 sold out in just 24 hours.<\/p>

The event attracted so much attention that global fashion professionals flew in personally to see what this sudden fashion craze was all about. Attendees included the Asia head of French luxury goods giant LVMH, Andrew Wu and Hong Kong fashion mogul and I.T CEO, Sham Kar Wai.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Ji Eun is a celebrity stylist to Korean idols such as iKON and BIGBANG. She believes NONAGON\u2019s global appeal lies with its ability to seamlessly blend contemporary fashion with popular music, while staying true to its roots.<\/p>

\u201cNONAGON exudes the vibrancy of reckless, youthful abandon, while also representing YG artists\u2019 music,\u201d Ji Eun says. \u201cThere\u2019s much more to come.\u201d<\/p>

Over the past two years, NONAGON has opened pop-up boutiques in a number of international locations, including I.T in Hong Kong and Beijing, Mitsukoshi in Taipei and Corso Como stores in Milan and Shanghai.<\/p>

The brand has also been picked up by online retailers like OCDEmpire and HBX. With new stores planned for the United States and Japan later this year, the fashion brand looks poised to go global with its K-pop-meets-urbanwear look.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Pop Passions<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Joon Nak Choi, Assistant Professor at Hong Kong University of Science and Technology and Koret Fellow at Stanford University, believes K-pop\u2019s growing international success can be attributed to the way its stars interact with fans on social media platforms. Catchy music and eye-catching visuals have also helped Korean pop stars grow in global stature, and this is now spilling out into the world of fashion.<\/p>

Choi says, \u201cBeyond the quality of its visuals, K-Pop fits the tastes of many fans across Asia\u00a0. They like how it projects affluent, youth-oriented modernity.”<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Star Power<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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NONAGON\u2019s Spring\/Summer 2016 collection draws from YG artists\u2019 inimitable style. This season\u2019s campaign features the chiseled B.I and the charismatic Bobby, both members of iKON, as well as up-and-coming YG trainee Lisa.<\/p>

The latter has been turning heads with her appearances in the brand\u2019s lookbook video, her first official activities since joining YG.<\/p>

NONAGON\u2019s latest offering includes everything from tees and hoodies to backpacks and headwear.<\/p>

\u201cNONAGON\u2019s unique style suits our lifestyles and the hip-hop flavored music we make,\u201d says B.I, iKON\u2019s19-year-old rapper and frontman. \u201cThe clothes are creative, comfortable and easy to wear \u2013 they\u2019re very versatile.\u201d<\/p>

Standouts from this season\u2019s largely monochrome range include a printed mini-dress worn by Lisa in the advertising campaign, beautifully tailored M65 jackets (available in black and khaki), as well as sweatpants that fit and sag in all the right places.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Young fashionistas fill the shop, rifling through the flashy streetwear on display. From embroidered bomber jackets to black leather biker vests, each piece of clothing on display at this NONAGON store is something that you could imagine K-pop superstars like 2NE1 leader\u00a0CL or iKON\u2019s\u00a0Bobby wearing on stage. And the youngsters here are lapping it up, […]<\/p>\n","protected":false},"author":1,"featured_media":1400,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[3429,2917,1453,193,3159,3430,3431,2920,3432,900,2923,3433,3434,3435,722,987,2875,3436,2926],"class_list":["post-1069","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion","tag-b-i","tag-bobby","tag-cl","tag-fashion","tag-fashioncollaboration","tag-fashionist","tag-funkyfashion","tag-ikon","tag-k-pop","tag-lifestyle","tag-nonagon","tag-nonagonclothes","tag-nonagonpop-upstore","tag-nonagonproducts","tag-samsung","tag-samsungct","tag-samsungcnt","tag-ss-2016-collection","tag-yg"],"acf":[],"yoast_head":"\nNONAGON: K-Pop Fashion Goes Global - Samsung C&T Newsroom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.samsungcnt.com\/en\/features\/fashion\/2016-06-nonagon-k-pop-fashion-goes-global\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NONAGON: K-Pop Fashion Goes Global - Samsung C&T Newsroom\" \/>\n<meta property=\"og:description\" content=\"Young fashionistas fill the shop, rifling through the flashy streetwear on display. 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