“This year (CL) will help K-pop take over the world”
Karl Lagerfeld, Chanel and Fendi Creative Director
*Omitted non-CL related parts
And for those still unaware of the genre, Braun’s next discovery could be about to change things. Step forward 24-year-old Korean pop sensation, CL.
Hailing from one of K-pop’s biggest girl groups, 2NE1, the singer and rapper has more than 45 million Asia single sales under her belt and is already a favourite among US producers and elite fashion designers.
Moschino’s creative director Jeremy Scott, who has worked with the likes of Britney Spears, Katy Perry and Rihanna, credits her as his muse.
“My team first saw CL perform with 2NE1 in Seoul at one of Psy’s concerts,” says Braun. “We were extremely impressed with her stage presence… [she’s an] amazing performer.
“We wanted to help her bring her talent to the US,” explains Braun.
So, can CL singlehandedly drive the K-pop takeover that Psy almost pulled off?
“I grew up listening to English bands and American pop,” CL says.
“Now that I’ve been an artist in Asia for eight years, I feel like challenging a new crowd. I definitely have a long way to go, but I feel like I have the right people around me, a good team.”
Plus great connections.
In the past year, Braun has helped CL (real name Chaerin Lee) rap on tracks for producers Diplo and Skrillex. In April, she appeared alongside young Hollywood’s elite, including Bieber, Kendall Jenner and Ariana Grande, for a viral video style lip-sync cover of Jepsen’s I Really Like You.
Last week, her collaboration single with Diplo, Riff Raff, and OG Maco, called Doctor Pepper was released.
Diplo, whose back catalogue includes hits for Beyonce, Madonna and Chris Brown, calls the hip-hop track “the right balance between glossy K-pop attitude and keeping CL positioned where she belongs – as the baddest, coolest female out right now.”
Like many idols in the K-pop industry, CL began training with her agency at the age of 15.
Trainees are expected to juggle school and long hours of daily practice, which include singing, dancing, acting, language classes and, in extreme cases, plastic surgery makeovers.
The Louis Vuitton Moet Hennessy group (LVMH) recently invested $80m in YG Entertainment.
As for CL – who will release a full solo album later this year – she has fan and personal friend, Chanel and Fendi creative director, Karl Lagerfeld rooting for her.
“CL is beautiful… you can’t take your eyes off her. This year she will help K-pop take over the world.”