A member of the South Korean group BTS has been selected as the face of a new Louis Vuitton advertising campaign, as reported by WWD.
Louis Vuitton described BTS as “icons of the 21st century,” highlighting that J-Hope will help steer the brand’s evolving development division with his distinctive charm and style.
The fashion house noted fans worldwide admire him for his energetic stage presence, precise dance technique, and innovative musical ideas. A positive image both on and off stage empowers J-Hope to push artistic boundaries and inspire audiences across the globe, according to a statement from Louis Vuitton.
Since its global rise, BTS announced a collective ambassadorship with Louis Vuitton in 2021. That arrangement has since concluded, and individual members are pursuing exclusive contracts with various fashion labels.
In related news, BTS member Suga was announced as Valentino’s brand ambassador earlier this year, marking another milestone in the group’s members exploring separate partnerships with major fashion houses.
These moves reflect a broader trend among top K-pop acts to engage in high-profile collaborations with luxury brands, underscoring the international appeal and influence of BTS members as they cultivate personal brands within the global fashion landscape.
Observers note that the shift toward individual sponsorships can enhance each artist’s creative freedom while still benefiting the group’s collective cultural impact, extending the reach of their music, performances, and messages to diverse audiences around the world.