“Look at you. Look at us.”
Hmm… Selling outfits in two lines which basically disparage your customers? I’m not sure whether that’s helpful. Unless your clothes are really dope. Unless people saying these two silly lines are really dope. Unless you make them sound like music.
This is the chorus of the soundtrack in NONA9ON’s 2015 F/W concept video. After two hotshot Korean rappers showed off dance moves in leather jackets, wool shirts and winter coats of high-end street style, the taglines came up in the mostly black-and-white video accompanied by medium-paced hip-hop music emphasizing beats over melody.
It’s hard to say whether I watched a short 
music video or a long fashion ad, especially in this era marked by content marketing and product placement. However, the
re was not one second I wanted to skip, whether they wanted to sell me clothes or music, or both. NONA9ON (pronounced as “nonagon”) is a luxury street fashion brand developed by YG Entertainment and Samsung’s textile subsidiary. It was launched on Sep. 9th, 2014, and the first season was sold out within two days through its pop-up shop. Not only does the brand have enthusiastic following, it’s also backed by effective operations because inventory was immediately restocked in response to the surprising demand.
“A lot of people wondered or fantasized if YG publishes clothes, what it would be like,” said Ji-Eun, stylist from South Korea’s second largest record label and talent agency. “The final product is out now. And I assure you it’s very similar to YG music. It’s fashion like music.”
NONA9ON’s opening teasers were named “Invasion” and shot in a tribal scene with
masculine dancers and an altar, accenting the brand’s tough but loyal image. YG Entertainment obviously has the production expertise and cultural insights to push a lifestyle brand, but its true strength lies in the established connection with its target market – the young and rich with a soul for the street. Compared to other luxury casual wears, such as Off-White and Hood By Air, which were also largely marketed by K-pop artists in Asia, NONA9ON has its advantages as a local player in house of Korea’s best music brand: direct access to YG faces – and bodies – for advertisement and VIP passes to live stages and broadcastings.
The music conglomerate is marked by artists with distinct personalities. Some of its stylists and celebrities are already trend setters in Korea and around the world. Musicians under the brand name YG Family have not only collaborated with international producers, but also involved themselves closely with fashion influencers. Its biggest pop star, G-Dragon, signed Louis Vuitton as the clothing sponsor for his solo album in 2009 and has just released a shoe design with Giuseppe Zanotti. In the meantime, YG’s female rapper and singer-songwriter, CL, who debuted in the U.S. back in November was constantly spotted hanging out with designers ranging from Karl Lagerfeld to Jeremy Scott.
The record label has replicated its high quality and unique texture in music and planted its musical genes into the clothing line. Immediately before the launch of NONA9ON, LVMH was reported to have invested $80 million in YG Entertainment, becoming the second largest shareholder of the K-pop powerhouse and offered it a strong push into the fashion field. Equipped with resources and capabilities of the leading corporations in both entertainment and fashion, the brand seems to have a very well-set runway to sparkle its magic. Although YG and Samsung didn’t plan for NONA9ON’s own stores, its pop-up shops and certified retailers have brought the young brand to Japan, China, Milan and the United States. As the K-pop industry accelerates the immersion of Korean Wave into the western world, it won’t be long before NONA9ON unveils its role in the “invasion” strategy and what it has in the pocket for global competition.
hana 