BTS’ High-profile Brand Ambassadorships: Jin Shines for Fred Jewelry, J-Hope Models for Louis Vuitton and More

BTS emerged onto the music scene in 2013 and quickly became one of the biggest K-pop sensations worldwide. The boy band is widely credited with aiding in the global popularity of K-pop, especially in the American market.

According to Circle Chart, BTS is the bestselling artist in South Korea, with more than 40 million albums sold worldwide. In 2018, the group became the first act from South Korea to have a song reach number one on the Billboard Hot 100 with their single “Dynamite.” As of 2023, the group has charted six number-one Billboard 200 albums, including “Love Yourself: Tear,” “Love Yourself: Answer,” “Map of the Soul: Persona,” “Map of the Soul: 7,” “BE” and “Proof.”

With their global popularity and South Korea’s rising importance to the luxury fashion market, the individual members of the group have racked up their share of fashion brand ambassadorships. WWD takes a look at the individual members of the group and the brands they are ambassadors for.

Jin, Fred Joaillier

Fred tapped Jin as the jewelry brand’s first global ambassador in July 2024. It marks the first solo luxury partnership for the singer and songwriter, who also has a partnership with food brand Ottogi’s Jin Ramen noodle franchise. Jin was “deeply honored and grateful to be part of the Fred family” in his new role.

Kim Seok-jin, best known as Jin from BTS, is Fred's first global ambassador

Kim Seok-jin, best known as Jin from BTS

Courtesy of Fred

RM, Bottega Veneta

RM has previously expressed disdain for the way many brands present themselves. The K-pop star is known for his more “quiet luxury” approach, and signed on to be the face of Bottega Veneta’s spring 2023 campaign.

RM, Bottega Veneta, fall 2023

RM front row at Bottega Veneta’s fall 2023 runway show.

Stephane Feugere/WWD

J-Hope, Louis Vuitton

In January, J-hope attended Louis Vuitton’s fall 2023 runway show. In February, the BTS member was named a brand ambassador, and has appeared in ad campaigns for the brand’s products, including the bestselling Keepall. He also regularly wears Louis Vuitton looks for his red carpet and public appearances.

J-Hope, BTS, Louis Vuitton, keepall

J-Hope in Louis Vuitton’s new Keepall campaign.

Courtesy of Louis Vuitton

Jimin, Dior and Tiffany & Co.

LVMH Moët Hennessy Louis Vuitton signed Jimin as a brand ambassador for two of its labels, Dior and Tiffany & Co. In October, Dior debuted its first campaign starring Jimin for spring 2024. In April, Jimin joined fellow Tiffany & Co. ambassadors Zoe Kravitz and Gal Gadot in an ad campaign titled “This Is Tiffany.”

Dior, BTS, Jimin, brand ambassador

Dior Men campaign featuring BTS’ Jimin.

Courtesy of Dior/Alasdair McLellan

V, Celine and Cartier

In March, Celine confirmed Kim Taehyung, also known as V, as a brand ambassador for the luxury house led by Hedi Slimane. After months of speculation, his partnership with the house was confirmed when he appeared on the cover of Elle Korea, where he was referred to as the new “Celine boy.” In July, V scored another brand partnership with jewelry brand Cartier, making his debut with an campaign for the brand’s panthére line.

BTS' Kim Taehyung, V, Cartier, Panthere

BTS’ Kim Taehyung, aka V, in the Cartier Panthère campaign.

Courtesy Cartier

Suga, Valentino and NBA

Adding to BTS’ growing list of luxury brand ambassadorships, Valentino named Suga a brand ambassador in January. Outside of luxury fashion, in April, the NBA named Suga a brand ambassador as he is also an avid fan of American basketball.

Suga, BTS, Valentino, Paris Fashion Week

Suga attends the Valentino couture spring 2023 show as part of Paris Fashion Week on Jan. 25.

Getty Images

Jung Kook, Calvin Klein Jeans

When the spring brand ambassador announcements came rolling in, Calvin Klein Jeans announced BTS member Jung Kook as the face of its latest denim campaign. The campaign highlighted the singer wearing the ’90s straight denim and body jeans, relaxed fit denim shirt, oversize denim jacket and relaxed fit standard logo crewneck T-shirt. Kook said he’s been a longtime Calvin Klein fan.

Jung Kook, Calvin Klein, brand ambassador

Jung Kook for Calvin Klein.

Jin, Ottogi Jin Ramen

Jin is completing his mandatory military service for South Korea, but right before he began service, he scored a brand partnership with Ottogi Jin Ramen. The commercial for the ramen featured Jin with the tagline “Jin, do you like Ramen? Me, I like Jin Ramen!” Although he hasn’t landed a luxury fashion partnership like some of his bandmates, it’s highly expected one will come once he’s finished military service.

Jin, Birthday, iHeartRadio

BTS sings “Happy Birthday” to Jin as they perform onstage during iHeartRadio 102.7 KIIS FM’s Jingle Ball 2021 on Dec. 3, 2021, in Los Angeles.

Getty Images for iHeartRadio

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