Why Gen Z Prefers Asian Influencers To Hollywood Stars

The presence of Asian celebrities in the front rows of fashion shows is nothing new. Chanel was actually the first to embrace the K-pop universe under Karl Lagerfeld, collaborating with G-Dragon in 2012. But over the past decade, this influence has grown immensely, fueled by golden contracts with immeasurable returns for the luxury sector, and a huge craze among the younger generation. According to the latest report by the French firm Onclusive, during the most recent London Fashion Week, Asian celebrities and influencers generated nearly 80% of total social media presence (tweets, posts, comments, hashtags, etc., between September 8 and October 8, 2025). Burberry dominated 87% of this “digital conversation,” leaving only 13% to the other 78 brands. The brand’s success was due to a digital strategy tailored to the Asian market—with schedules aligned to Asian time zones, multi-market influencers, and the presence of major K-pop figures like Seungmin from the group Stray Kids. His mere appearance at Burberry’s show generated 40% of all mentions related to the event—more than all Western celebrities combined.

In comparison, fashion icon Naomi Campbell accounted for just 0.56% of mentions. The contrast perfectly illustrates the profound shift in global influence—from West to East.