Gucci recently appointed Jin, a member of the BTS group, as global ambassador. The appointment marks BTS’s latest addition to the circle of luxury ambassadors, strengthening the group’s presence in the sector. Recently announced, the collaboration is as much about capitalizing on the k-pop boy band’s global reputation as it is on the Olympic calendar.
A member of the BTS group, Jin, whose real name is Kim Seok-jin, has been named Gucci’s global ambassador, cementing the link between luxury fashion and K-pop. The partnership, which coincides with Jin’s participation in the Paris 2024 Games, offers Gucci increased global visibility. Kering, in search of a relaunch for Gucci in the face of the Italian house’s current underperformance, hopes that this strategic alliance with the music sensation of the 21st century – often compared to Beatles Mania – will help revitalize the brand, especially at a time when Saint Laurent is no longer able to compensate for Gucci’s disappointing results.
Jin from BTS: Gucci’s winning bet
Announced by WWD media, Gucci recently appointed Jin de BTS as its global ambassador. Jin, unlike his comrades Jimin, J-Hope and Suga, had never collaborated with luxury brands. Now, at the age of 31 and with 46 million followers, the singer and dancer is reinvigorating the BTS group, which had slowed down since its members were called up for military service. Sabato de Sarno, Gucci’s artistic director for the past two years, justified the choice of Jin, saying: “Jin’s warm and kind personality is truly magnetic, and his style is simply unique. He is a generous and extraordinary artist who is able to move people with his music, which makes us even more honored to share this journey with him.”
This strategic move aims to revitalize its image and capture a younger, more international audience. By partnering with Jin, Gucci is taking advantage of the enormous media reach and influence of K-pop, a global, pan-Asian phenomenon that transcends cultural boundaries. The collaboration with Jin gives Gucci direct access to BTS’s vast community of ARMY fans, who number in the millions around the world, offering the House amplified visibility and notoriety. This partnership reinforces Gucci’s appeal to members of the millennials and Z generation, market segments highly sought after for their purchasing power and commitment to brands in tune with current cultural trends.
By partnering with such an influential icon, Gucci is securing a high-profile presence on the international stage, especially with the increased visibility during the Paris 2024 Olympic Games, where Jin was one of thousands of torchbearers during the torch relay. This is part of a wider trend where luxury houses are harnessing the influential power of K-pop personalities to stand out in an increasingly competitive market. By integrating K-pop icons like Jin from BTS into their campaigns, these brands are taking advantage of the immense media reach and fervent engagement of fans, particularly through digital and social platforms where K-pop is particularly influential. This phenomenon reflects a strategic shift towards more integrated and culturally relevant marketing approaches, where the popularity of K-pop celebrities becomes a crucial asset.
The rise of BTS in luxury: a series of winning collaborations
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