The men who are being hunted in the luxury fashion world

Format-Lifestyle

Monday, May 8, 2023 07:19 (GMT+7)
07:19 5/8/2023

Even though BTS has temporarily suspended group activities due to military service, the members are still perfect partners, sought after by luxury fashion brands.

It seemed like BTS would be quiet since the announcement of a group hiatus in mid-2022, but the boys didn't let that happen. Continuing the aura that the famous Korean group has built, each member attracts and retains fans in many different ways, not just music .

Recently, the name BTS has been constantly mentioned in the fashion industry with an undeniable influence. Luxury fashion brands around the world have not missed the opportunity to collaborate with the boys of "Beyond the Scene".

BTS is still "hot"

After Jin enlisted in the army at the end of 2022, J-Hope was the next member to join the military. The announcement of his enlistment from his management company on February 27 helped J-Hope receive the attention of many fans. However, some viewers expressed concern about the position of Louis Vuitton brand ambassador that was just appointed to him two days before his enlistment announcement.

The international press highly appreciated Louis Vuitton's move to put their trust in the male artist who is about to join the army. Harper's Bazaar magazine said that the position of brand ambassador is considered a gift from the brand for J-Hope's positive contributions. Accordingly, this role of J-Hope is only inspirational in nature, not as binding as a global ambassador. Below the post on the personal page, the French fashion house received countless positive comments from fans around the world.

Not only does this strengthen the relationship between BTS and the brand, it also brings a powerful media effect to Louis Vuitton with just one title for J-Hope.

In addition to J-Hope, Jimin was also appointed as Dior's global ambassador shortly after the group's hiatus. Jimin and J-Hope later appeared together in the front row of the Dior Men Fall Winter 2023 fashion show, causing a stir on social media.

According to statistics from brand marketing platform Lefty, Jimin was one of the most influential stars for the brand at Paris Fashion Week 2023. Jimin's two social media posts about Dior generated $16.7 million in EMV (effective media value), accounting for 54% of Dior's total EMV at fashion week.

Speaking of Jungkook, fans cannot forget the "sold-out" phenomenon of Calvin Klein when the youngest member of BTS was appointed as the brand's global ambassador at the end of March.

Jungkook has yet to release a solo product, but his performance at the 2023 World Cup opening ceremony was still an important milestone. Accordingly, thanks to the "Jungkook effect", the male singer's ambassador position at Calvin Klein has become hotter than ever.

Just a few months after BTS went on hiatus, the members have already established themselves in the fashion world. Suga was announced as an ambassador for Valentino, RM has teamed up with Bottega Veneta, and V’s close relationship with CELINE is clear, even though the brand has yet to officially announce their affiliation.

BTS is not just famous

It’s not hard to see why BTS is so appealing to international fashion brands. Essential Homme magazine notes that BTS has a huge and loyal fan base, known as ARMY. BTS’s music, message, and personality easily resonate with people of all ages and backgrounds, making them an attractive option for brands looking to reach different audiences.

BTS styled their own outfits for Louis Vuitton's Fall Winter 2021 Menswear collection. Photo: Harper's Bazaar.

As the late Louis Vuitton creative director Virgil Abloh described BTS, the group has a global influence and conveys positive energy. According to Options weekly, the late designer redefined masculine fashion and chose BTS to represent the revolutionary designs in Louis Vuitton's Fall Winter 2021 Menswear collection. In which, the 7 members mixed & matched Virgil Abloh's items in a style that strongly reflects their individual identity, appearing in the collection's introduction video.

The harmony between the BTS boys' individuality and the brand continues even when the members are active individually. Resonating with BTS's popularity, the Bangtan Boys' individual identities are always in the sights of fashion giants, which is considered reasonable, according to Options.

Harper's Bazaar magazine said the secondary reason Louis Vuitton appointed J-Hope as a brand ambassador was because of his unique fashion style and love for the brand. Named "Hobicore", J-Hope's street style is reminiscent of the late designer Virgil Abloh, combined with the signature "kidcore" that fits Louis Vuitton's fresh direction, under creative director Pharrell Williams.

The magazine also highlighted Suga's suitability as a Valentino brand ambassador for the Maison Valentino Essentials campaign. The brand's creative director Pierpaolo Piccoli said Suga's personality and style matched the message he wanted to convey through the collection.

Meanwhile, BTS leader RM has signed a contract with the brand Bottega Veneta, according to Hypebae . In an interview with El Pais , the rapper expressed his interest in the brand's long tradition of leather, textiles, and logo-free nature. The BTS leader also became Bottega Veneta's first and only campaign ambassador, according to Lifestyle Asia .

Perhaps, the spirit of Bottega Veneta fits RM's personality and image. On the show "Radio Star", his senior Lee Hyun from the same company said that RM is a serious person, it is difficult to joke around.

The brand ambassador positions are chosen to suit each BTS member's unique style. Photo: @rkive and @agustd.

As for Jimin, he is not only the global ambassador of Dior, he also takes on the position of brand ambassador for jewelry brand Tiffany & Co. Talking about this collaboration, Grazia magazine said that the brand took advantage of Jimin's unique fashion style to promote the product. Accordingly, the male singer is famous for always wearing rings when going out. However, in the promotional photoshoot of Tiffany & Co, Jimin's bare hands with only bracelets brought a positive effect to the American brand.

"As the BTS members' solo careers continue to shine, it is inevitable that many other luxury brands will seek to collaborate and invite them as ambassadors. Their unique talents, distinct fashion styles, and global appeal make BTS members the perfect partners for luxury brands looking to expand their reach and connect with young audiences. As we follow the boys' journey, it is undeniable that the heat of BTS shows no signs of cooling down," Essential Homme magazine commented.

V in Louis Vuitton's 2021 and Celine's 2023 collections. Photo: Louis Vuitton and @thv.

Entertainment section recommends good books for fashionistas : French Chic is one of three famous works on the topic of French style - Parisian Chic. The Devil Wears Prada provides a close-up look into the world of magazines and fashion. Dress Code offers everyday combinations for ordinary outfits.

Huynh Duy

BTS Fashion BTS BTS Jungkook Celebrity Fashion Kpop Stars