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FASHION VALUE CHAIN

Dior has appointed South Korean singer, dancer, and composer Jimin, a member of the boy band BTS, as a global ambassador, marking the latest collaboration between a luxury brand and a K-pop star.

The band and the French luxury brand have been partners since 2019, when Kim Jones, head of menswear at Dior, created stage clothes for their “Love Yourself: Speak Yourself” world tour. BTS has collaborated with companies like Louis Vuitton, Samsung, Coca-Cola, and McDonald’s. Louis Vuitton designated BTS as brand ambassadors in April 2021; this agreement is no longer active.

The French luxury corporation LVMH Mot Hennessy Louis Vuitton owns both Vuitton and Dior.

Band members RM, Jin, Suga, J-Hope, Jimin, V, and Jungkook of BTS, who released their first album in 2013, startled fans all around the world by announcing in June that they were taking a break to work on solo projects and finish their required military service. Jimin recently worked with Taeyang from Bigbang on his newest song, “Vibe.”

Jimin’s signing by Dior proves that each band member has the ability to independently exercise their branding muscle. In a brief statement, Dior stated that the South Korean artist “today epitomises the spirit and individuality of Dior style, modernism with a timeless mark.”

The influence of K-pop singers is nothing new to the house. Blackpink member Jisoo has enthralled fans since since announcing in March 2021 that she would serve as a worldwide ambassador for Dior’s fashion and beauty lines. According to analytics and insights company Launchmetrics, Dior and Jisoo have frequently won the award for the social media post with the most value during Paris Fashion Week.

On the men’s side, Jimin joins Sehun, an Exo member, and Cha Eunwoo from Astro in the group of brand ambassadors. Both individuals went to the brand’s pre-fall presentation, which was hosted in front of the Giza pyramids in Egypt.