The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

BTS are Louis Vuitton’s New Ambassadors

Zoe Suen

23 April 2021

The French luxury brand welcomed its seven new house ambassadors on Twitter alongside a photo of the K-pop boy band clad in pastel-hued separates by the brand’s mens artistic director Virgil Abloh.

BTS’ RM, Jin, Suga, J-Hope, Jimin, V and Jungkook are no strangers to luxury fashion. In 2019, the band sported Kim Jones’ Dior Men’s Autumn/Winter 2019 collection on their world tour; Abloh designed the suits they wore to the 2021 Grammy’s. Though they have partnered with Puma, Lotte Duty Free and local beauty brands Mediheal and VT, this is BTS’ first luxury ambassadorship.

“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,” Abloh wrote in a press release.

In This Article

Topics

Luxury

People

Organisations

Louis Vuitton

Kering Profits to Plummet 40-45% in First Half

The guidance was issued as the French group released first-quarter sales that confirmed forecasts for a slowdown. Weak demand in China and poor performance at flagship Gucci are weighing on the group.

Op-Ed | Tapestry-Capri and Pricey Purses Are the Wrong Targets for Trustbusters

Consumers face less, not more, choice if handbag brands can't scale up to compete with LVMH, argues Andrea Felsted.

Can Kering Turn Things Around?

As the French luxury group attempts to get back on track, investors, former insiders and industry observers say the group needs a far more drastic overhaul than it has planned, reports Bloomberg.

Can Celine Work Without Hedi Slimane?

After growing the brand’s annual sales to nearly €2.5 billion, the star designer has been locked in a thorny contract negotiation with owner LVMH that could lead to his exit, sources say. BoF breaks down what Slimane brought to Celine and what his departure could mean.