BTS continues their reign as global superstars with two new major partnerships in the world of luxury fashion.
On January 16, French luxury fashion house Dior announced its newest global brand ambassador: Jimin. Dior officially announced the partnership on social media, saying that this latest appointment cements Jimin’s relationship with the label after years of collaboration. According to Dior, Jimin “embodies the timeless spirit and uniqueness of Dior.”
BTS has had a long relationship with Dior, dating back to 2019. The group’s Love Yourself: Speak Yourself world tour featured stage costumes designed by Dior menswear designer Kim Jones about a year after he joined the brand. Jones is a longtime fan of BTS, so this new partnership with Jimin comes as no surprise. “I love BTS because they’re really cool guys and they’re also really into fashion,” Jones said of his partnership with the group in 2019. “They all have their own personal taste and style and it works so well together.”
Big news for BTS continued to emerge after Jimin’s partnership with Dior was announced when Italian luxury brand Valentino announced Suga as the newest member of DI.VAs menswear, the label’s group of global ambassadors launched in 2022. Valentino Creative Director, Pierpaolo Piccioli , spoke highly of Suga to WWD, saying that he “perfectly embodies everything that DI.VA.’s testimonials stand for: diversity, inclusivity, creativity and passion.” Speaking about his relationship with the brand and its head designer, Suga said the brand has “supported diversity,” something he also deeply believes in. He is currently slated to be the face of the brand’s upcoming menswear campaign. .
News of these latest partnerships comes on the heels of the group’s partnership with Louis Vuitton, a brand ambassadorship that was announced back in April 2021. The partnership included a number of iconic moments, including a special collection launched by the late Virgil Abloh featuring a fashion film with the band he directed Korean director Jeon Go-woon, and each member wears one outfit from the spin-off Fall/Winter 2021 collection. Abloh described the film as “a conversation between space, movement and global connectivity,” which he believed was a vibe easily embodied by BTS . Although the partnership with Louis Vuitton may have come to an end, the members of the group continue on be involved with the label as fans of the brand, as J-Hope has been confirmed to attend the Fall/Winter 2023 Men’s Fashion Show in Paris on January 19.
While many brands and luxury fashion houses are forging ties with South Korean stars in various industries, if these new partnerships are any indication of what’s to come for the group as they enter a new era, it seems the best is indeed yet to come for BTS.
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