Hyunjae of THE BOYZ at a Cashmere Brand Event—Booster or Backfire?
Hyunjae, a member of the K-pop boy group THE BOYZ, recently showed up at a luxury cashmere brand event held in Gangnam, one of Seoul’s most high-end shopping districts. While it looked like another star-studded photo opportunity, the event raised some questions beyond fashion and fame—relating to image, ethics, and sustainability.
Cashmere is often considered the crown jewel in the world of luxurious fabrics. Derived from the fine undercoat of cashmere goats, it’s been associated with sophistication and wealth for centuries. Owning a cashmere coat or sweater is, for some, a status symbol. But what lies behind this fabric’s soft texture isn’t always so pretty—from concerns about animal welfare to environmental damage and high retail markups.
Star Power + Luxury: A Win for the Brand?
When celebrities like Hyunjae endorse a luxury brand, it's not just about a pretty face in a nice outfit. It's strategic. Hyunjae brings global visibility and a youthful, trendy vibe to an otherwise traditional, mature brand image. This collaboration intends to make the brand feel more accessible—even aspirational—to his fans.
It’s not a new strategy. Brands have long relied on icons to elevate their identity. Think about Audrey Hepburn’s iconic alliance with Givenchy—her grace and timeless elegance helped shape the fashion house’s global reputation. Likewise, in today’s entertainment-saturated world, a K-pop star can push brand visibility like never before via social media and fandom culture.
According to sociologists, consumers often associate a celebrity’s traits with those of the brand they represent. Therefore, Hyunjae’s clean-cut, sophisticated appeal could be a tremendous asset. The event likely helped the cashmere label attract younger consumers looking to upgrade their personal style while remaining connected to their favorite idol.
The Other Side of Luxury: Ethics Under the Microscope
But not everyone is swooning over the soft textures and glamorous photos. Ethical concerns surrounding cashmere production are growing. Animal rights advocates have pointed to harsh and sometimes inhumane practices used to harvest the goat hair. Unlike shearing sheep, collecting cashmere often involves manually ripping the hair out during molting season—a process that can stress or injure the animals.
The environmental toll is equally concerning. A large concentration of cashmere goats overgrazes fragile grasslands, mainly in Mongolia and China. This leads to severe land degradation and even desertification—the conversion of fertile land into desert. According to a Greenpeace study, the fashion industry's demand for raw, natural materials like cashmere can have devastating ecological consequences.
And let’s not overlook the financial side. High-end cashmere products are notoriously expensive. With premium pricing comes a premium expectation—not just in quality, but in ethical responsibility. A growing group of eco-conscious consumers expect transparency in sourcing and production. If a brand fails to address how animals are treated or how land is used, the backlash can be swift and severe—especially when a celebrity is involved.
So What's the Right Balance?
To be fair, Hyunjae may not be responsible for the deeper problems of the cashmere industry. But his participation in such promotions adds weight to the broader conversation about celebrity endorsement and corporate accountability. It raises the question: is it enough to look good in the clothes, or must one also stand behind what the clothes represent?
Luxury brands working with celebrities should see this as an opportunity—not a threat—to lean into sustainable, ethical practices. If these companies are truly invested in aligning with modern consumers' values, then behind-the-scenes improvements like cruelty-free certifications and environmentally sensitive grazing practices should be front and center.
For fans and shoppers alike, these events serve as a reminder to think critically. It's easy to get swept up in the aesthetics of a campaign. But after the lights dim and the photos disappear from Instagram feeds, what remains is the real impact—on animals, ecosystems, and the industry as a whole. Only when brands and artists work together with integrity can the luxury world truly evolve.
