Unveiling the Unstoppable Rise of Karol G: From Latin Music Sensation to Fashion Icon

This article was originally published by The Business of Fashion, a CNN Style editorial partner.

(CNN) Loewe's latest "Paula's Ibiza" collection ad campaign features singer Karol G emerging from the sea in a white slip dress. Her sunglasses reflect the waves and complement her (then) flame-red hair, as she gazes into the horizon. Taken on Colombia's Caribbean coast, the image possesses a mythical quality that reveals the introspective songwriter behind the energetic performer. According to Karol G, Jonathan Anderson, Loewe's creative director, wanted to shoot the campaign in her home country to capture "the complete Karol G vibe."

The vibe has quickly caught on over the past year. Karols made history in February when her fourth studio album, "Mañana Será Bonito" (Tomorrow Will Be Beautiful), became the first Spanish-language album by a female artist to debut at number one on the US Billboard 200 chart. Recently, she added an MTV Video Music Award to her achievements for her collaboration with Shakira on their track "TQG." And today, she holds the record for the female artist with the most Spanish songs on the Billboard Hot 100.

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Karol G, the reigning queen of reggaetona, has taken the music industry by storm with her dance-ready style that combines reggae, rap, and dembow beats fused with pop elements. She has become a household name throughout Latin America and has even captured the attention of audiences worldwide with her smash hits like "Provenza" and the duet "Tusa" featuring Nicki Minaj. This success has solidified her as a global pop sensation.

As she navigates the challenging music industry, Karol G has managed to create an image and establish a significant influence that has not gone unnoticed by fashion brands. These innovative brands, operating in an equally complex industry, have taken notice of her and her fashion choices.

Karol G's style has undergone an evolution over the past seven years shes been in the public eye, and has cemented her status as a vibrant, playful fashion plate.

Karol G, a prominent figure in modern Latin music, has established herself as a major star with her unique and captivating style, according to Charlie Smith, the chief marketing and communications officer at Loewe. Being the first luxury brand to feature her as a campaign model, Loewe recognizes her immense global popularity for infusing her own flair into reggaeton and introducing the genre to new audiences worldwide.

Loewe's decision to collaborate with the reggaeton star seems to have been a success. Karol's Instagram post of the campaign received over three million likes and generated $1.2 million in media impact value (MIV) for the brand, according to data analytics firm Launchmetrics.

The timing of the campaign, which was unveiled in April, couldn't have been better for the LVMH-owned brand. Although Karol G may have been relatively unknown in the fashion world, her music career was rapidly gaining momentum, with a growing and dedicated fanbase.

After performing live on the "Today Show" in June, outside New York City's Rockefeller Center, it was revealed by the show's producers that Karol's appearance drew an unprecedented crowd, surpassing even Latin music legend Ricky Martin's iconic 1999 performance. Two months later, Billboard made the announcement that Karol had made history, becoming the female artist with the highest number of entries on its Hot Latin Songs chart, a chart that has been around for over three decades. It comes as no surprise then, that "Rolling Stone" magazine dedicated its September cover to her.

However, despite feeling "fearless and free" in the music industry, as the magazine suggests, Karol's sentiments towards the fashion industry have yet to align.

As Karol shared, she has never had a close relationship with fashion. She found it both surprising and delightful that her significant breakthrough in the fashion industry would be with a highly artistic designer like Anderson and a prestigious luxury brand like Loewe. Karol admitted that fashion can sometimes feel uncomfortable, but she prefers to go with the flow and let her personal style evolve naturally.

The connection between Loewe and Karol G may not be obvious at first. Loewe has undergone a revival in recent years under Anderson's unique and artistic approach, resulting in impressive sales figures. However, Loewe remains a cherished and prestigious Spanish brand, known for its opulent and exclusive aesthetic since 1846. On the other hand, Karol G represents a more vibrant and accessible image.

Karol G shared her previous struggle of being recognized as a fashion influencer, as she did not receive clothing from brands and had to purchase what she desired from retailers. Unlike other musicians of her caliber who readily enjoyed the privilege of being offered the latest season's pieces for publicity. It took her a long time to have that experience.

Karol G performs at the 2023 MTV Video Music Awards on September 12 in Newark, New Jersey.

According to SocialBook, a company that connects creators and brands through influencer marketing, a ranking of the top 100 Instagram accounts reveals that Karol G's engagement rates surpass those of many other influencers.

Karol G has 66 million followers on the platform, ranking 70th in terms of follower count but 6th in engagement rates. In early October, her 60-day engagement rate surpassed that of K-pop boy band BTS and Hollywood star Zendaya, despite their numerous luxury brand ambassadorships. For comparison, Kim Kardashian has over five times the number of followers as Karol G; however, Karol G's 5.8 percent engagement rate during the same period greatly exceeds Kardashian's 0.4 percent rate.

Julian Martinez, the creative director at SocialBook, states that a desirable engagement rate is anything that hovers around or exceeds 5 percent.

According to Martinez, a high engagement rate indicates that you are effectively engaging your audience and evoking their emotions in some way. Although there are numerous factors and variables involved, it is difficult to pinpoint the exact cause. Nevertheless, Karol G is doing an exceptional job with her posts and content.

Utilizing celebrity marketing can significantly benefit brand awareness and affinity, while also directly driving sales of specific products as fans are motivated to imitate their favorite idols' style. "Karol G Closet" is just one example of the many social media accounts that document Karol's wardrobe, serving as a shopping guide. It includes product images, prices, and details of the Balenciaga shoes, Miaou corsets, and Miu Miu skirts she has been seen wearing.

At last year's Coachella, an impressive display of solidarity emerged from the audience when they adorned themselves with wigs of the same vibrant hue as the iconic "blue era" hair of the singer. In a striking Roberto Cavalli ensemble, she captivated the crowd with a medley of timeless classics by Latin music artists. Reflecting on the experience, she expressed her genuine surprise at the overwhelming tribute.

Fans at Karol G's 2022 Coachella performance in California wore blue wigs in the style of her hair at the time.

Gina Ferazzi/Los Angeles Times/Getty Images

Brands rarely provide data to prove the effectiveness of a campaign or use that kind of language when commenting. Loewe is no exception. However, the brand's recent enthusiasm for its Karol G campaign, even six months after its release, speaks volumes. "The collaboration was incredibly successful," said Smith from Loewes, highlighting the 45 million impressions generated by the campaign post on social media and the commercial success of the sunglasses featured in the campaign.

As expected, the partnership with Loewe helped Karol gain attention from other brands. "Working with Loewe opened doors to all the opportunities happening now. We received invitations from numerous designers, fashion magazines, and runway shows," she revealed.

Karol was invited by Jacquemus to sit front row at the French brands Palace of Versailles show in June. She wore an off-the-shoulder gown, which created quite a buzz. A month later, at the Los Angeles "Barbie" premiere, Karol's track "Watati" was included in the movie's soundtrack. For the pink carpet event, she was dressed by Emilio Pucci in a halter-neck crop-top and maxi skirt. Was this the most extravagant Barbie premiere to date?

"You know, I never imagined that staying true to myself, regardless of fashion trends, and remaining authentic would lead me to such a platform," Karol expressed. She acknowledged that her recent encounters in the fashion industry have supported her in maintaining her unique style, while also giving it a more sophisticated appearance.

Over the past seven years that Karol has been in the public eye, her style has undoubtedly evolved. Although she still incorporates streetwear essentials like joggers, trainers, and caps, she now combines them with embellished tops, lingerie-inspired loungewear, or alluring dresses. Presently, Vetements and Rick Owens are among the fashion labels that capture her interest. However, she is not yet confined to any specific brands or looks. "I want to continue exploring and experimenting," she stated.

She is aware of the importance of projecting a consistent image, despite this fact. As a result, she has established vibrant hair as her distinctive trademark, frequently switching between delicate pastels and bold jewel tones. Additionally, she consistently embraces certain style themes, demonstrating that she is the embodiment of the brand, rather than the other way around.

Making a statement in the fashion industry.

Karol has described her unique personal style as that of a "mermaid with a tomboy spirit." This contrasting combination is prominently showcased in her fashion choices for the music video "Tusa." In this visually captivating video, Karol can be seen effortlessly donning an ethereal floor-length gown alongside enchanting mythical creatures like a majestic Pegasus. Moreover, her mesmerizing performance of the song at the Latin Grammys featured her commanding the stage with an air of confidence while adorned in dazzling bejeweled off-road motorcycle racing trousers.

Karol G attends the #BoF500 Gala during Paris Fashion Week at Shangri-La Hotel Paris on September 30, 2023 in Paris, France.

Pascal Le Segretain/Getty Images

Regardless of the ever-changing trends in fashion, she firmly believes that certain items are sacred, like hoop earrings. These earrings hold a deep significance as they represent her roots in Colombia's urban street culture. She is adamant about never abandoning them, as they truly embody her identity. She emphasizes the importance of staying true to herself and her heritage.

Perhaps it is her ongoing awe of her own accomplishments, but Karol tends to express her gratitude in a humble and genuine manner. She acknowledges that she is "hugely grateful" to Anderson for the opportunity to work with Loewe. Being associated with such an elite and high-concept luxury brand could greatly distinguish her from other female reggaeton stars in the eyes of the fashion industry.

Why did it take the high fashion industry so long to notice her?

Although her recent rise has been faster than others, Karol G had already established herself as the most-streamed Latin American female worldwide on Spotify for three consecutive years by 2022. She has been incredibly popular in the region, where most major luxury brands have a presence in multiple markets, for many years. Additionally, her music has been streamed millions of times in countries such as France, Italy, Germany, and Canada, in addition to her established fame in the US and Spain, according to Spotifys head of artists and label partnerships for the Latin America and US Latin markets, Maykol Sanchez.

One reason why recognition has been slow is that, until the 2020s, major brands primarily focused on male musicians who traditionally dominated the reggaeton genre. Daddy Yankee's partnership with Reebok and Don Omar's collaboration with Umbro set an early example. When Karol G made a significant entry on the scene, fashion, luxury, and sportswear giants were still hesitant to embrace her male counterparts. In recent years, Maluma collaborated with Dolce & Gabbana and Balmain, J Balvin with Nike and Guess, Bad Bunny with Jacquemus and Adidas, and Nicky Jam with Hublot.

Opinion: Bad Bunny's politically charged reggaeton music is creating a significant impact.

Ivy Queen, often hailed as the original queen of reggaeton, was a notable exception in the early years of the male-dominated genre. She garnered attention with her empowering anthems for women. However, it wasn't until after the influx of male partnerships that women started landing major global fashion and beauty contracts. Trailblazers like Jennifer Lopez and Shakira had already paved the way in the broader Latin music scene, as demonstrated by their recent holiday campaign for Burberry.

Anitta, the Brazilian pop star who dabbles in reggaeton in both Portuguese and Spanish, has been featured in campaigns for Levis and Dolce & Gabbana, among others. Rosalía, a Barcelona native known for her musical versatility and chart-topping reggaeton hits, became the face of Acne Studios last year. Similarly, the genre-defying Mexican-American artist Becky G, who collaborated with Karol on the popular song "Mamiii," has worked with Pretty Little Thing and other brands. Karol herself had previous collaborations with brands like Kappa and Crocs before partnering with Loewe. However, even these early pioneers were somewhat late to the reggaeton scene.

Reggaeton originated in Panama during the 1980s, as a Spanish rendition of reggae that was influenced by Jamaican music before evolving further in Puerto Rico. Its growth surged in the 1990s and early 2000s, as it incorporated elements of American hip-hop, Dominican dembow, and other Caribbean genres with African roots. In its early stages, reggaeton artists drew inspiration from American rappers of the era, but added their own unique Latin streetwear flair.

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In the 2010s, reggaeton experienced a surge of popularity in Medellín, Colombia, which became a hub for artistic creation within the genre. Karol G, a native of Medellín, contributed to this movement with her debut album "Unstoppable" in 2017. Produced in collaboration with her long-time friend Ovy, the album became a sensation, particularly due to the track "Ahora Me Llama" (Now He Calls Me), featuring rising Puerto Rican rapper Bad Bunny. This collaboration propelled Karol G to stardom across Latin America and among Latin American communities in the US. According to the Pew Research Center, these communities make up nearly one-in-five people in the US.

As some artists distanced themselves from the original rap roots and industrial sounds of reggaeton, a more commercial and melodic style gained popularity in cities like Miami, Mexico City, Buenos Aires, and Santiago, Chile. Local musicians in these cities adopted the genre and added their own unique twist. The once-underground genre had now become mainstream, and so had Karol G.

Karol G performs onstage during Austin City Limits Festival at Zilker Park on October 03, 2021 in Austin, Texas.

According to Karla Martínez, head of content for Vogue Mexico and Latin America, Karol's popularity soared in Mexico after the pandemic. Her music dominated radio stations, and the magazine recognized her potential for global success. Thus, they featured her on their cover in early 2020.

Today, the influence of reggaeton extends beyond its traditional strongholds in Latin America, North America, and Europe. In addition to record labels in Dubai establishing Latin music divisions to cater to the Middle Eastern market, nightclubs in Asian cities like Singapore now actively promote reggaeton dance nights. Furthermore, new musical genres incorporating reggaeton with local styles can be heard on radio stations worldwide, including African cities such as Nairobi.

However, the growing global popularity of artists like Karol G is not solely attributed to reggaeton. It can also be attributed to the widespread rise of Spanish-language music. According to Spotify data, streams of Latin music have surged by nearly 170 percent worldwide in the past five years, with a remarkable 90 percent growth in the presence of this genre in Spotify's Global Top 50 chart.

"According to Leila Cobo, the chief content officer for Latin and Español at Billboard, there has been a significant rise in the popularity of Latin music worldwide, primarily led by reggaeton. However, she emphasizes that this musical revolution encompasses various genres. Cobo also highlights the influence of music streaming services in reshaping the industry, as they have eliminated many traditional barriers that used to restrict artists' access to audiences. This cultural and musical transformation showcases a celebration of diverse styles and uplifting experiences."

"The music has become more professional and better produced," Cobo emphasized. "Audiences respond to the rhythm, regardless of whether or not they understand the language. People are no longer fixated on that."

In fact, the change in language attitudes seems to have played a role in Karol G's successful Loewe deal. "Jonathan (Anderson) explained that even though he couldn't comprehend my lyrics, the music had a special quality that brought him joy," Karol said.

Carolina Giraldo Navarro, known as Karol, initially tried out for "X Factor" in Colombia at the age of 14 but did not progress. Throughout her adolescence, she performed at quinceañera celebrations alongside J Balvin, before their rise to fame. She spent several years performing at various venues before finally signing with a Puerto Rican record label, which did not bring much success. At a difficult time in her life, she decided to move to New York and almost gave up on her dreams of pursuing a music career.

Cobo pointed out that Karol has put in a lot of effort to achieve her current success. At 32 years old, she is now considered mature and has accomplished her achievements from scratch. Throughout her career, she has managed to stay down-to-earth by openly talking about her challenges. Cobo believes that Karol serves as an inspiration to women who see her as a relatable superstar. Additionally, Karol has transitioned from being solely a reggaeton artist to becoming a popular figure in the pop music scene.

As an ambassador of Latin American music and culture, Karol faces immense pressure. Despite identifying herself as a "bichota" in her song, a term derived from Puerto Rican slang meaning a "big shot," that she reimagines as a bold and empowered "berraca" (badass) woman, she acknowledges her insecurities. "The fear of making a mistake and facing the consequences terrifies me," she admitted, quickly asserting, "however, I refuse to allow that fear to consume me."

Karol expressed that ever since releasing the album "Mañana Sera Bonito," she has embraced a higher level of honesty when it comes to her personal life, delving into intimate subjects such as sexuality and her family.

"I truly believe that a significant aspect of the deep connection I share with my audience stems from being genuine, unveiling my life without any filters," she expressed. "I have chosen to be vulnerable and exposed, without any intention of concealing it. I am striving to find ways to internalize everything and confidently proclaim, this is my time, this is who I am, take a look at me."

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Karol G performs at the 2020 Latin GRAMMY Awards on November 16, 2020 in Miami, Florida. (The 2020 Latin GRAMMYs aired three days later, on November 19.)

Karol openly acknowledges aspects that many others in her position might prefer to conceal, including seemingly insignificant instances such as her struggles with the extravagance of fashion industry events. "I definitely feel somewhat uneasy in those settings. When I encounter celebrities and artists," she articulated. "There's a particular set of rules. I'm unsure of how to present myself, what to communicate, and how to engage, but ultimately, I strive to find serenity and appreciate the occasion."

It is this genuine and unassuming charm that makes her captivating to both fans and collaborators. "She is an artist who has become an inspiration for millions, unafraid to reveal her vulnerabilities through her music," explained Nina García, editor-in-chief of Elle magazine. Featuring her on the cover was an obvious choice.

García noted that her message of hope for a brighter future has become essential in today's divided world. He also emphasized her remarkable success, which speaks for itself.

According to García, the magazine's commercial success surpassed their initial expectations. They anticipated the cover to be popular, but its impact, especially on social media, surpassed all their expectations. García expressed his astonishment at the overwhelming support shown by her fans, which he found truly remarkable.

As her reputation expands, Karol becomes more conscious of her capacity to engage renowned fashion collaborators from Europe and the US, enabling her to provide a platform for supporting designers from Latin America and the diaspora.

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"Colombia boasts globally renowned designers, and I have personally witnessed the extraordinary talent at Colombiamoda," Karol noted about Colombias fashion week. "However, it may surprise you to learn that many of the garments we wear come from lesser-known independent designers who lack significant recognition," Karol remarked.

"For example, when I perform on stage, I collaborate with skilled artisans from Medellín who craft my shoes. It has been a delightful experience to introduce their craftsmanship to stylists like Brett Alan Nelson and establish connections," Karol explained. "Nevertheless, I have been pondering on this lately and believe that I can do more to propel their work to greater heights."

She wonders if her involvement in Colombia's thriving textile and garment manufacturing industry might open doors to future business ventures that go beyond modeling collaborations. Is she interested in following in the footsteps of other pop stars who have successfully ventured into fashion, such as co-designing a limited edition collection or creating her own brand?

"I am currently exploring opportunities to expand my brand. I want to ensure that even if I choose to retire from music one day, my name continues to have relevance and presence in other domains," she explained.

"But any brand that is associated with Karol G must provide something genuinely good, positive, and helpful that I can offer to my people," she stated. "Only then would I be enthusiastic about sharing it with everyone."

This article was originally published by The Business of Fashion, an editorial partner of CNN Style. For more stories from The Business of Fashion, click here.