Louis Vuitton taps BTS’ J-Hope as new brand ambassador

French luxury house Louis Vuitton has named K-pop star J-Hope, a member of BTS, as its newest brand ambassador. J-Hope previously wore custom Vuitton suits with the group at the 2022 Grammy Awards, where BTS was nominated for Best Pop Duo/Group Performance.

K-pop stars have been growing in influence, according to a report by data firm Launchmetrics, with feedback from the latest men’s fashion weeks in Paris and Milan showing that brands focused on strengthening their voices in the Asia Pacific (APAC) market. South Korea was the dominant focus throughout both weeks, as brands tapped into the cultural zeitgeist and sought global influence.

BTS members have been securing individual deals with fashion houses during their hiatus and military service, following the expiration of the group’s collective Vuitton brand ambassadorship in April 2021. J-Hope’s positive on-and-off-stage presence, unique charm, and creative musical direction align with the brand’s vision of pushing artistic boundaries and inspiring international audiences, said Louis Vuitton in a statement.