Louis Vuitton has a new house ambassador — well, make that seven new ambassadors.
The French fashion house tapped K-pop sensation BTS as its latest brand representatives, creating a legendary partnership that is already breaking the Internet. The Grammy-nominated, South Korean group consists of seven members — Jimin, V, Jungkook, Jin, Suga, J-Hope, and RM — who will now work with menswear artistic director Virgil Abloh and the luxury line as a whole for expected campaigns, collections and more projects to come.
“Becoming global brand ambassadors for Louis Vuitton is a truly exciting moment for us. We are excited for our upcoming projects with Virgil Abloh,” said BTS in a press release.
“I am delighted BTS are joining Louis Vuitton today. I am looking forward to this wonderful partnership which adds a modern chapter to the House, merging luxury and contemporary culture,” added Abloh himself in the release. “I can’t wait to share all the very exciting projects we are working on.”
BTS now joins the likes of tennis sensation Naomi Osaka and actress Emma Stone in connection to Louis Vuitton. The K-pop band teased a link with the brand, too, in January when they received a special invitation to the luxury label’s Menswear fall ’21 presentation, designed by Virgil Abloh on Twitter.
.@bts_bighit for #LVMenF21. BTS receives their invitations to watch @virgilabloh 's upcoming #LouisVuitton presentation. Watch live on Thursday, January 21st at 2:30 pm (GMT + 1) on Twitter or https://t.co/0R3WHtzajH pic.twitter.com/NGLG8ZhYHp
— Louis Vuitton (@LouisVuitton) January 21, 2021
The partnership between the LVMH brand and the “Dynamite” band, though, is a revolutionary move by the fashion house. BTS, who also has ties to Fila, comes with a cult following across the globe, earning its members a series of chart-topping hits in the United States, endless sold-out arena shows and even the title of Time’s Entertainer of the Year 2020. Already, the news has caused search engine traffic to surge around the deal over 3,000% with the announcement trending across all social media all around the world.
Click through the gallery to find more of BTS’ major fashion moments throughout the years.