Louis Vuitton announced on Friday that it had chosen South Korean group BTS as the brand’s new ambassador.
The worldwide icons have been chosen by Virgil Abloh as the new faces of the French House’s men’s collections. This isn’t the first time BTS and Vuitton have collaborated together, as the group had been dressed by LV for the Grammy Awards ceremony last March.
As part of this new partnership, Jungkook, J-Hope, V, RM, Jin, Suga and Jimin will team up with the French fashion house on several special projects. They are also expected to be dressed in LV during upcoming performances and appearances.
In a statement, Louis Vuitton’s artistic director Virgil Abloh said he spent time with the group reviewing visions and creative ideas for the brand, adding that, “I am looking forward to this wonderful partnership which adds a modern chapter to the House, merging luxury and contemporary culture”.
In their announcement Friday, Louis Vuitton praised BTS’ “positive influence and inspirational messages. In breaking numerous Billboard and Guinness World Records, BTS’s ubiquitous popularity resonates worldwide and Louis Vuitton is very happy to share news of their new role within the House“.
Formed in June 2013, the group has surpassed the borders of their native South Korea. As proof, they were crowned during US ceremonies MTV Video Awards and Billboard Music Awards. With such a large influence, it is therefore normal for them to take care of their appearance.
In addition to their influence in the world of music, BTS quickly became an influential fashion force. There are a lot of Reddit threads and Instagram accounts dedicated to their style. While the group are no strangers to haute couture, it’s the first time they have officially partnered with a fashion house.
“Becoming global brand ambassadors for Louis Vuitton is a truly exciting moment for us”, BTS said in their own statement.
You can see photos of their collaboration right here: