Louis Vuitton names BTS as global ambassadors; latest K-pop stars to rep an LVMH brand

By

Godfrey Deeny

Published
Apr 23, 2021

Louis Vuitton has named BTS as global ambassadors, making them the latest South Korean stars to lead a major LVMH brand.

 
BTS, an acronym for Bangtan Sonyeondan or Beyond the Scene in English, is a Grammy-nominated South Korean group that began life in June 2013. This multi-platinum-singles-and-albums band has broken numerous Billboard and Guinness World Records.
 
“Becoming global brand ambassadors for Louis Vuitton is a truly exciting moment for us. We are excited for our upcoming projects with Virgil Abloh," BTS said jointly in a release, referring to the house’s men’s artistic director.

The seven members of BTS - RM, Jin, Suga, J-Hope, Jimin, V, and Jungkook – have established themselves as 21st-century pop icons, joining an elite group of K-pop stars with mammoth global followings, particularly in the key luxury market of Asia.
 
By being chosen as Vuitton ambassadors, they join a select stable of other Korean stars representing mega LVMH brands. Jisoo of majorly happening girl band Blackpink is a global ambassador for the leading French fashion house within LVMH, Christian Dior, and featured in the launch of its Bobby Bag.While fellow Blackpink singer Rosé began her new career today as brand ambassador of Tiffany, in the first bold move in image under the house’s new LVMH management team.

Next thing, they will rename the luxury conglomerate LVMK.

“I am delighted BTS are joining Louis Vuitton today. I am looking forward to this wonderful partnership which adds a modern chapter to the House, merging luxury and contemporary culture. I can’t wait to share all the very exciting projects we are working on,” added Abloh.
 
BTS is also noted for their 'Love Myself' campaign and the UN 'Speak Yourself' speech, where the band mobilized millions of fans worldwide. They have also topped the Billboard Hot 100 chart three times in 2020 alone, and were named Time’s Entertainer of the Year last year.