High-quality luxury streetwear at an affordable price can be hard to come by. When it comes to statement pieces that everyone wants, it’s only natural for these items to have outrageous price tags. After all, business is business. However, K-pop star Baekhyun — who first emerged as part of the popular group EXO that closed last year’s Winter Olympics in Pyeongchang — is completely flipping the switch on this revenue model with his newest collection for the unisex fashion label Privé Alliance.

Beyond music, the singer has always had a strong connection with fashion and the brand first gave him an outlet to express himself in May 2018 when he was appointed Co-Creative Director. Joining Baekhyun and his loyal 14.5 million followers in this journey is the line’s other half and Brand Director Danyl Geneciran. “Privé Alliance contacted me first and asked for the collaboration,"Baekhyun told Forbes in an interview during a recent launch celebration in Los Angeles. "Danyl and I are the same age. We’re friends and very comfortable with each other.”

Now that Baekhyun is a couple of collections in, fans can expect a deeper, personal tie with his upcoming drop. “He spent so much time executing these pieces and coming up with ideas,"Geneciran confirmed. "It really has to do with his personal life and his childhood. For instance, there’s the 92, which is the year he was born. There are also short blurbs he wrote that has something to do with the term alliance and the collaboration. That’s really what we both wanted to emphasize, the natural partnership between him and Privé.”

At the same time, the sentiment behind the clothes remain the same. “I’ve been holding onto the word fearless for a long time,” Baekhyun shared. “Whenever I make a mistake during a performance, that term used to really hurt me. That’s why I incorporated it into one of my Privé collaborations. I always want to encourage people to embody being fearless when they wear the brand.”

There’s no limit to where this brand will go and who it will reach. Not only is the messaging relatable, the price points and effortless on-trend design make each item accessible to anyone looking for a stylish wardrobe update. “Privé has no rules. I wouldn’t really consider this brand as high-end fashion that would coincide with fashion weeks in Paris, New York, London or Milan,” Geneciran explained. “It’s more on the system of see now, buy now and whatever is available right away. We’re doing pre-order sales at the moment as the new collection will be available in April. We’re carrying the brand at a multi-brand retailer that I own in Melrose where the pop-up is going to be, and it will be available at Bloomingdale’s across the U.S.”

Given how fleeting fashion trends are, Baekhyun and Geneciran are on a mission to capture as many customers possible. “The brand itself holds this unique concept of artist collaboration all the time,"Geneciran added. "We feel this spirit is a natural way to draw attention to the clothes. Baekhyun hasn’t really done anything related in fashion, so we as a brand want him to express his creativity and interest. It’s just another way he can reach out to his fans and the world. We want to make the clothes approachable and that the reason why everything ranges from $35 to $200. I don’t think there’s anything above that.”

In the future, Privé hopes to provide a wider range of access to the collections. “A high-end show is really one of our goals as we want to start moving toward that category while still making sure our clothes continue to appeal to our entire customer base.” Until then, check out the new styles below and stay tuned for the highly anticipated drop coming next month.

Source: Isis Briones & Joshua Palma @ Forbes Life