London’s V&A Museum celebrates South Korea’s colorful pop culture. From its early beginnings to its current place on the global stage, the exhibition traces how the Asian country’s fashion, beauty and culture unfolded its appeal.
‘Hallyu! ‘The Korean Wave’ features around 200 objects in four thematic sections, including some loans never seen in the UK, as well as pop culture ephemera and digital displays that chronicle the emergence of the Korean Wave across cinema, drama, music and culture Examine fan communities and their cultural influence on the cosmetics and fashion industry.
Rosalie Kim, curator of ‘Hallyu! The Korean Wave’, in a statement, said: “South Korea has captivated the world with Hallyu, its vibrant and creative popular culture, which has transformed the country’s image from one devastated by the Korean War to that of a leading cultural driver in the age of social… media and today’s digital culture.”
“This phenomenon has been amplified by tech-savvy and socially conscious global fan bases and has further raised Hallyu’s profile and relevance around the world. We look forward to bringing its energy and dynamism to the V&A this fall in the first exhibition of its kind.”
K fashion
The exhibition pays homage to Korean fashion and presents more than 20 looks by contemporary hanbok and fashion designers from Korea and the Korean diaspora. This section mixes the fun, fast-paced street style and gender-neutral outfits of labels like Kye, D-Antidote and Blindness with labels that reinterpret the silhouette of the hanbok, the Korean national dress.
This includes a look created especially for the exhibition at the V&A by acclaimed stylist Suh Younghee, as well as a K-pop hanbok by C-Zann E, a pink jacket by Danha and a purple cheolli dress by Tchai Kim that break away from traditional Be inspired by garments and patterns.
‘Hallyu! The Korean Wave’ also features hanbok-inspired everyday wear designed for and by a younger generation, including looks by Ji Won Choi, Darcycom and a contemporary hanbok coat by Baek Oak Soo, launched by RM in 2018 from the K-pop Group BTS was worn. It concludes with colorful, eye-catching garments from some of the biggest names in contemporary Korean design, including looks from Minju Kim, Münn and Miss Sohee.
K Beauty
Hallyu! shows how Korea has positioned itself as a global trendsetter in the field of beauty and cosmetics. This portion of the exhibition showcases the historical importance of cosmetics and toiletries in Korean culture, with 18th- and 19th-century paintings depicting ancient beauty rituals alongside period lacquered cosmetic jars.
It even shows how the industry continues to combine centuries-old formulas with new ingredients and advanced technology to create innovative product ranges tailored for modern life, such as the Korean 10-Step Skincare Routine and LED Face Masks.
The exhibition also focuses on cosmetic packaging from the 13th century to the present to show how packaging design has evolved, from ornate porcelain jars to face mask packaging depicting idols as superheroes.
k pop
No Korean culture exhibition would be complete without a section devoted to one of Korea’s fastest-growing exports: K-Pop. The ‘Sounding K-pop and Fandoms’ section showcases the complex nature of K-pop fandoms alongside artwork and costumes including Aespa’s original and dazzling outfits from the music video ‘Next Level’ and British punk fashion inspired ensembles performed by four members Worn by Ateez in the ‘Fireworks’ music video.
K-pop style and visual director Gee Eun, who has styled stars like Blackpink and Bigbang, and style director Balko, who has worked with bands like BTS and NCT, contributed to the exhibition. Both helped put together two ‘Idol’ looks each.
It is also one of the most interactive rooms in the exhibition. Here, guests can try a K-pop dance challenge to the song ‘That That’ by Psy, co-written and co-produced by BTS’ Suga, with choreography by BB Trippin. All who accept the challenge will become part of an evolving collective dance that will be featured there.
‘Hallyu! The Korean Wave’ is on view at the V&A in London until June 25, 2023.
This article was similarly published on FashionUnited.uk. Translation and editing: Barbara Russ