PARIS — K-pop’s takeover of fashion continues. In the most recent men’s week move, Givenchy has named Taeyang, member of the group Big Bang and a solo artist, as its newest brand ambassador.

He becomes the primary South Korean artist named within the role.

“Taeyang is an inspiring artist — a music pioneer with an authentic, barrier-breaking way of expressing his own personal style, which inserts perfectly with today’s Givenchy aesthetic,” said creative director Matthew Williams.

“I’m grateful to have the opportunity to begin this recent chapter of my life with Givenchy. It holds a special intending to me, as Givenchy is a brand that has inspired me in some ways through the years,” Taeyang added. “Matthew has also been a frontrunner in each fashion and culture for a few years. I stay up for the exciting ways to collaborate with Givenchy through this partnership.”

The rapper and singer debuted with the boy band Big Bang in 2006, considered one of the primary K-pop bands to attain international mega stardom. He has since gone on to release several successful solo albums, and most recently released the R&B-infused single “Vibe,” a collaboration with BTS vocalist and important dancer Jimin.

Taeyang’s appointment marks the third major announcement from a fashion house this week, following Dior’s global ambassador partnership with Jimin, and Valentino signing on BTS’ Suga for a world campaign.

Taeyang will attend the Paris Men’s Fashion Week show on Wednesday.

Givenchy under Williamson has a history of partnering with K-pop stars. Girl group Aespa were named global brand ambassadors in February 2021 and attended his show in October.