What Did BTS Wear... K-Fashion's Love Call is 'BTS'

Hansome Collaborates with BTS... Spreading the Excellence of K-Fashion to the Global Fashion Market
Launching 2nd Collection... Plans to Continuously Present Various Collections

[Asia Economy Reporter Lee Seon-ae] Domestic fashion companies are increasingly partnering with BTS. Through collaborations with the global artist BTS, they aim to actively promote the excellence of K-fashion in the global fashion market.

According to Handsome on the 29th, SYSTEM recently launched the second capsule collection in collaboration with BTS, titled ‘BTS l SYSTEM Special Edition : SHIRTS 7’. Following the first collection released in May, this second collaboration features a limited quantity of 770 pieces across 7 shirt models. As a special edition, the collection consists of genderless items that can be worn by both men and women.

This collection was inspired by LOVE YOURSELF 結 ‘Answer’ IDOL, which conveys the message that ‘true love begins with loving yourself.’ It showcases SYSTEM Homme’s highly fashionable interpretation of breaking away from conventional norms and walking one’s own path.

Using the suit patterns worn by BTS members in the ‘IDOL’ music video, each of the seven shirts features designs and patterns symbolizing the members, expressed in SYSTEM Homme’s distinctive stylish mood and monotone palette. Notably, the collection’s key message, ‘You are cool as you are,’ is incorporated into the product names using the initial Korean consonants (ㄴ, ㅈ, ㅊ, ㄹ, ㅁ, ㅇ, ㄷ), symbolizing ‘the unique me, self-love.’ When these individual shirts come together, they embody the meaning of completing true love.

Earlier, SYSTEM and SYSTEM Homme released a collaboration collection (BTS l SYSTEM 1st Capsule Collection) in May, inspired by BTS’s hit song ‘Blood Sweat & Tears.’ The collection included T-shirts, dresses, hats, and more. It featured graphic details and objects from the ‘Blood Sweat & Tears’ music video, applied to clothing with SYSTEM and SYSTEM Homme’s unique designs and vibrant colors. This collaboration project was praised for stylishly blending the identities of the SYSTEM brand, known for creating original styles and culture representing Korea in various fields, with the global artist BTS.

The results were a ‘great success’ beyond expectations. The collaboration products, which began pre-orders before the official launch, caused a ‘sold-out’ frenzy on online malls. Even after the official release, some popular items sold out in offline stores, leading to ‘reorders.’

More important than the numbers is that Handsome and SYSTEM/SYSTEM Homme’s global recognition has increased. Handsome’s strategy to promote the SYSTEM and SYSTEM Homme brands to millennial generations both domestically and internationally has been successful.

Especially recently, Handsome’s global recognition was further boosted through BTS’s ‘Bang Bang Con The Live,’ which was watched by 756,600 people worldwide. During the concert, BTS appeared wearing the ‘BTS l SYSTEM 1st Capsule Collection.’ From ‘Black Swan’ to ‘Boy With Luv,’ ‘Go Go,’ ‘Anpanman,’ and ‘Spring Day’ stages, BTS showcased their unique style coordinated mainly with the ‘BTS l SYSTEM Collection.’

Handsome plans to continue the ‘Login BTS l SYSTEM’ project, which started with BTS in May. They intend to continuously release collections through various collaboration methods.

FILA is also a representative K-fashion brand creating synergy with BTS. Recently, it actively promoted the excellence of K-fashion by unveiling its ‘2020 Fall Collection’ lookbook.

FILA aimed to capture the current lives of people living stylishly in their own ways amid changing environments, delivering a message of encouragement through the lookbook. The main theme of the lookbook was set as ‘Go Beyond,’ meaning ‘beyond here and now,’ and it realized diverse visuals combining FILA’s heritage sensibility with BTS’s unique charm.

In the released lookbook, the seven BTS members appear wearing FILA’s fall collection products against a backdrop resembling a red horizon, perfectly embodying masculinity and charisma, and proposing diverse fashion styles for this fall. Additional lookbooks showcasing the seven members’ distinct charms are being sequentially released on FILA’s official website and social media channels (Facebook, YouTube, Instagram, etc.).

FILA’s 2020 Fall Collection, highlighted by BTS’s perfect styling, is characterized by a trendy reinterpretation of the FILA brand identity, proposing a refreshed style.

The products include the 2020 version of the brand’s signature fleece jacket, the ‘Popcorn Boa Fleece Jacket,’ made with cozy boa material; the ‘Palette Boa Fleece Jacket,’ featuring color blocking and suitable as a transitional outerwear or mid-layer for cold weather; and the oversized ‘Newtro Varsity Sweatshirt’ with a color-blocked FILA logo on the chest, all fitting the seasonal mood.

The footwear lineup showcases various categories, including performance running shoes ‘Wavelet Alpha’ and ‘Curblet,’ developed with FILA Global Lab’s technology, and the trail-inspired ugly shoes ‘Interlation Light.’

Additionally, the collection includes sporty fall fashion accessories such as the ‘Authentic Backpack’ and ‘Explorer Line Sacoche Bag’ (a small bag with a shoulder strap), both made with durable Cordura material and featuring front two-pocket designs that combine practicality and design sensibility.

A FILA representative said, “FILA and BTS have unveiled a fall collection lookbook filled with rich colors and charm. We hope to share FILA’s unique message delivered with BTS with many people and offer a great proposal to those looking forward to new seasonal fashion.”

This content was produced with the assistance of AI translation services.