|A Miu Miu coat worn by Korean actress Gianna Jun in Legend of the Blue Sea|
The choice of the brands worn by the protagonists in Korean TV series is very much discussed in the Chinese social networks, including WeChat. In the recent Legend of the Blue Sea series, Western brands, especially Italian, are favored for the women's wardrobe, while Korean brands dominate the men's dressing room. No brand of Chinese origin has been selected.
Bfaner (商务范), one of the most popular fashion and lifestyle WeChat accounts in China, takes a close look at the Korean TV series Legend of the Blue Sea (蓝色大海), which was aired in South Korea from November 2016 to January 2017. The Korean series are always scrutinized by Chinese fashion critics, with South Korea being seen as avant-garde of Asia in terms of trends.
The author of the article begins by slightly mocking the plot and is ironical about the very expensive clothes that the lead actress found in a trash can at the beginning of the series as she plays a mermaid out of water in search of clothing once on land.
Bfaner suggests that what is really worth watching in Korean series is the trendy looks of the protagonists. Indeed the 20 episodes seem to be a brand placement festival of fashion and accessories brands worn by South Korean actressGianna Jun and her male partner, South Korean actor Lee Min-Ho. Female and male targets are separately the subject of two articles published by Bfaner, which reached more than 100,000 readers each.
Brands worn by the female character are predominantly Italian, with Miu Miu making the most frequent appearances, followed closely by Dolce & Gabbana, then by Valentino, Missoni and Blumarine. Although often judged as a bit flashy, "but still wearable by Asians", the outfits find approval by the author of the article. Just like the French ones – from Chanel, Céline, Lanvin, Louis Vuitton (brief passage) – whose high prices are however emphasized.
Anglo-saxon brands on the radar screen