Editor’s Note
**Editor’s Note:** This piece explores Jungkook’s rising influence in the luxury sector, spotlighting his partnerships with high-end brands like Hublot and Graff amid BTS’s global tour.
BTS’s world tour ‘Arirang’ is heating up the five oceans and six continents. This tour has become a central axis for introducing Korea to the world through the genre of performance. Furthermore, each member has led the evolution into a massive cultural platform that moves the fashion, watch, beauty, and jewelry industries. The presence of BTS members, active as artists on stage and as faces of global luxury brands on runways and in global campaigns, has now reached a level where they redefine brand value and image.
Jungkook (JK) has established himself as a global icon spanning watches, jewelry, fashion, and beauty, encompassing Hublot, Graff, Calvin Klein, and Hublot. V has become the muse representing Celine’s identity. J-Hope is the most trusted fashion icon for Louis Vuitton, while Jimin symbolizes the elegance and modernity pursued by Dior, receiving the spotlight from the global fashion world. RM, alongside Bottega Veneta, sublimated intellect and craftsmanship into restrained beauty, and Jin, chosen by Gucci, became a synonym for dignity and classicism. Suga, with Valentino, achieved a harmony of artistry and free sensibility.
This year, Jungkook set another milestone by being officially selected as a global ambassador for the Swiss luxury watch brand Hublot. Hublot introduced Jungkook as “the artist who best embodies innovation and originality” and chose him as the new face of the brand.
In the released campaign, Jungkook wore the ‘Big Bang Original Unico Black Magic’ and ‘Big Bang Original Unico King Gold Ceramic,’ perfectly expressing Hublot’s unique innovative watchmaking philosophy. The restrained black styling and intense gaze made the watch itself stand out like a work of art, drawing praise that “the moment Jungkook wore it, the product’s atmosphere changed.”
Jungkook’s influence has expanded to the high jewelry market. Recently, he surprised the luxury industry once again by being selected as the first global ambassador in the 66-year history of the world-renowned high jewelry brand Graff. The symbolism of being the first in the brand’s history means that Jungkook is recognized not just as an advertising model but as a figure representing the brand’s philosophy and future.
With this, Jungkook has completed a rare global ambassador portfolio encompassing fashion, beauty, watches, and jewelry, including Calvin Klein, Chanel Beauty, Hublot, and Graff. When he appeared at the Calvin Klein show during New York Fashion Week, social media mentions exploded, and the announcement of his role as a Chanel Beauty global ambassador also drew intense interest from fans worldwide, significantly boosting brand buzz.
The relationship between V and Celine holds significance beyond an ambassador contract.
Celine released a video titled ‘CELINE Printemps 2026 with Taehyung’ on its official YouTube channel, capturing V’s schedule in Paris like a documentary. The fact that the video was produced featuring a global ambassador, not a model, as the sole protagonist was considered a very rare case.
In the video, V completed Celine’s unique minimalist sensibility with natural movements and restrained expressions, rather than flashy direction. The brand’s pursuit of restrained beauty and sophistication naturally blended with V’s aura, leading to evaluations that he is “Celine itself.”
His influence was once again confirmed at the recent Paris Fashion Week. From early morning, fans gathered around the venue, and the moment V appeared, a barrage of flashes and cheers followed. Overseas fashion officials and global media closely focused on his styling and attitude, showing as much interest as the runway itself. Online reactions like “the face of Celine” and “the star who pulls off the red color most perfectly” proved the on-site fervor.
True to his role as a Louis Vuitton global ambassador, J-Hope was one of the most notable stars at Paris Fashion Week.
He attended the Louis Vuitton Men’s Collection show presented by Pharrell Williams, perfectly pulling off a striped suit and snake-pattern tie, showcasing an unparalleled suit fit. The styling, which was not excessive yet distinctive, drew praise of “that’s J-Hope for you.”
Fashion magazines and broadcasters from around the world flocked to the venue, and the flashes aimed at J-Hope at the photo wall were incessant. Louis Vuitton released footage of J-Hope’s show attendance and behind-the-scenes content through its official channels, and he graced the front row alongside global celebrities. On-site evaluations included that he was “the person who completed the atmosphere of the fashion show.”
As a Dior global ambassador, Jimin attended the ‘Dior Men’s 2027 Summer Collection Show,’ once again capturing the attention of the global fashion world.
The collection centered on works inspired by 18th-century French aristocratic attire, reinterpreted in a modern way. Jimin expressed both classicism and modernity with his long hairstyle and restrained styling.
Numerous fans gathered at the Paris venue to see Jimin, and chants calling his name continued even before the show began. Despite the hot weather, Jimin dominated the photo wall with a relaxed smile and dignified attitude, and Dior’s official channels prominently featured his entrance. Overseas fans responded with comments like “a prince-like aura” and “the person who most perfectly embodies the elegance Dior pursues.”
RM, active as a global brand ambassador for the Italian luxury house Bottega Veneta, is evaluated as the figure who best embodies the brand’s intellectual sensibility and restrained aesthetic.
Having shown deep interest in art, architecture, and design, RM naturally harmonized with Bottega Veneta’s philosophy through his characteristic calm yet sophisticated image. With each global campaign and collection release, his styling received intense coverage from global fashion media, and his restrained silhouettes and luxurious sensibility effectively conveyed the direction of modern luxury the brand pursues.
In particular, the bags and leather products RM wore garnered high interest from global consumers immediately after being revealed, proving the ‘RM effect.’ Overseas fashion circles continue to evaluate him as “the ambassador who most convincingly shows the brand’s dignity.”
This year, Jin was selected as a global brand ambassador for the Italian luxury brand Gucci, continuing another symbolic move. Gucci evaluated that Jin’s elegant yet friendly image perfectly aligns with the brand’s modern classic sensibility.
In official campaigns and global events, Jin digested Gucci collections in his own unique atmosphere with his characteristic soft charisma and stable styling. The non-excessive sophistication and dignified visuals drew praise from fans worldwide and fashion officials alike, and his mere appearance significantly increased online search volume and social media buzz.
In particular, each piece of content Gucci released recorded high viewership and engagement rates, contributing to the expansion of the brand’s global influence. Overseas media highly valued his presence, stating that “Jin’s classic image symbolizes a new era for Gucci.”
Suga, active as a brand ambassador for the Italian luxury maison Valentino, has established himself as a figure representing the creativity and artistic sensibility the brand pursues. His unique musical world built as a producer and artist, along with his sophisticated image, naturally aligns with Valentino’s modern sensibility, drawing attention from the global fashion world.
In global campaigns and fashion events, Suga revealed his presence with his characteristic restrained charisma and stylish styling. His attitude of focusing on essence rather than extravagance effectively conveyed the elegance and individuality Valentino aims for, contributing to building the brand’s new image.
In particular, the Valentino collections Suga wore recorded high buzz immediately after being revealed, attracting global consumer interest. Overseas fashion media noted his influence, evaluating him as “an ambassador with both artistry and popularity” and “the figure who most convincingly expresses Valentino’s modern identity.”