Outside a Pradas menswear show in Milan on Sunday, the streets were filled with screaming fans, most of whom appeared to be Korean pop group Enhyphen, who attended the event. Devotees occasionally sing songs, reciting boy band hits.
These Italian kids are actually learning Korean! The magazine’s impeccable editor-in-chief, Bryan Yambao, exclaimed as he climbed into the car after the show.
A few years ago, such sights were rare: most shows drew only a small band of fans lurking to see the arrivals of celebrities. But as South Korean pop music becomes an increasingly global obsession, and as luxury megabrands sign more and more deals with their mainstream stars, the rabid young following of K-pop groups has become a fixture.