Dior has officially named BTS member Jimin as its ambassador for Dior Homme. This collaboration comes after Dior previously designed costumes for BTS’ Love Yourself: Speak Yourself tour in 2019, further solidifying the relationship between the luxury fashion house and the K-pop group. Kim Jones, the artistic director of Dior, expressed his excitement about having Jimin represent his menswear collection. The brand has been eyeing BTS for some time now, and with the group’s upcoming break scheduled for the end of 2022, they will have the opportunity to explore solo activities and fulfill their mandatory military service in South Korea.
Kim Jones sees this partnership with BTS as a golden opportunity, as he deeply admires the group’s dedication to fashion. He stated, “They are incredible boys, fully invested in fashion. Everyone I know is a fan of them.” Dior also expressed its delight in collaborating with Jimin, highlighting his role as a global ambassador. They believe that Jimin, as a singer, dancer, and songwriter from BTS, embodies the spirit and uniqueness of Dior’s style, showcasing modernity with a timeless signature.
Dior is not the only luxury fashion house to secure the representation of a BTS member. Valentino recently announced its collaboration with Suga, another member of the group known for his skills as a rapper and dancer. Valentino chose Suga for his authenticity, creativity, and empathy, as he embodies the brand’s values and connects with the younger generation through contemporary ideals. Bulgari also joined in by selecting Lisa from the K-pop group Blackpink as its brand ambassador.
These choices are strategic, given the significant influence of the Asian market on luxury brands, particularly in South Korea. According to a recent study by Morgan Stanley, South Koreans are the world’s largest spenders on luxury goods.
Useful links:
1. BTS’s official website: https://www.bts.bighitofficial.com/
2. Dior’s official website: https://www.dior.com/en_us
