The French luxury label said on Friday that J-Hope, a K-pop sensation, and member of the boy band BTS, will serve as its new brand ambassador. It turns out that his attendance at the Louis Vuitton menswear show in January was merely a teaser for his new position.
The rapper, singer, songwriter, and producer might consider it something of a homecoming. In April 2021, BTS was announced as the group’s brand ambassadors for Vuitton. This agreement has subsequently ended.
The group is now on break, so its members are concentrating on solo projects and completing their required military service while also signing individual contracts with fashion businesses.
The seven-member group, which consists of RM, Jin, Suga, J-Hope, Jimin, V, and Jung Kook, attended the 2022 Grammy Awards in custom Vuitton suits, with lead dancer J-Hope choosing an all-white ensemble with matching sneakers. The band was nominated for Best Pop Duo/Group Performance at the 2023 Awards for the third consecutive year for their smash Coldplay duet, “My Universe.”
The organisation IFPI, which represents the global recorded music business, released its Global Recording Artist Chart for 2022 on Wednesday. BTS came in at number two. Their back-to-back victories in 2020 and 2021 put them in the top three for the third year in a row.
According to Vuitton, who referred to BTS as “pop icons of the twenty-first century,” J-Hope “brings his own charm and flair to this exciting new chapter with the maison.” “J-Hope in the Box,” a new Disney+ documentary, explores the making of his first solo album and his headline appearance at Lollapalooza last summer.
“He is beloved by fans across the world for his upbeat energy, precise choreography and creative musical direction,” Vuitton said in a statement. “With a positive on-and-off-stage presence, J-Hope continues to push artistic boundaries and inspire international audiences.”
According to comments from the most recent men’s fashion weeks in Paris and Milan, K-pop singers’ influence has been progressively increasing, according to a recent analysis by data company Launchmetrics.
“Overall, brands focused on strengthening their voices in the APAC market. More specifically, in line with brands tapping into the cultural zeitgeist and seeking global influence, we note South Korea to be the dominant focus throughout both weeks,” it said.
J-Hope now stands with Jackson Wang, Bradley Cooper, and Tahar Rahim on the list of Vuitton brand ambassadors. Suga is a brand ambassador for Valentino, while Jimin, another member of his band, recently signed with Dior.