How fashion is courting K-pop and its fans at runway shows in Milan

South Korean and Canadian singer, rapper and dancer Jeon Somi arrives to attend the presentation of Prada's Autumn/Winter 2023 collection in Milan. Photo: AFP

Milan's runways may be the epicentre of global fashion this week, but it's Seoul and K-pop fans who are front and centre in the battle for new luxury customers.

Outside Prada's fashion show on Thursday (Feb 23), the biggest squeals of excitement came from fans of Jeon Somi, South Korea's blonde singer with 16.6 million Instagram followers.