BTS Joins Louis Vuitton As Global Brand Ambassadors

K-Pop continues to take over the fashion world. Announced late on Thursday night, BTS has joined Louis Vuitton as its newest house ambassadors.

“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,” said men’s creative director Virgil Abloh in an official statement. “I can’t wait to share all the very exciting projects we are working on.”

BTS has already had its hands in the fashion space for some time already (in addition to beauty and even fast food), with a successful brand partnership with Fila and a collaboration with Uniqlo. The seven members’ personal style choices hold major influence, as well, like inspiring the niche aesthetic hobicore (based on J-Hope, or Hobi) and boosting bucket hat sales after wearing the accessory in a music video.

Though the group has been dressed by a slew of high-fashion brands for red carpet appearances and live performances, joining Louis Vuitton only solidifies their influential role even further in luxury fashion. Earlier this year, BTS was responsible for increasing Louis Vuitton’s Fall 2021 collection debut’s viewership after posting a teaser campaign via social media ahead of the show. According to WWD, it was Louis Vuitton’s biggest online audience yet for a men’s fashion show.

“Becoming global brand ambassadors for Louis Vuitton is a truly exciting moment for us. We are excited for our upcoming projects with Virgil Abloh,” added BTS in an official statement.

The news of BTS and Louis Vuitton follows another recent K-Pop-meets-fashion partnership. On Wednesday, Rosé of Blackpink landed her first-ever jewelry campaign with Tiffany & Co., her latest brand deal in addition to Saint Laurent.