French luxury fashion house, Dior, has announced the signing of Jimin, a member of South Korean boy band BTS, as a global ambassador.
The band has had a relationship with Dior since 2019, when the brand’s menswear designer, Kim Jones, created stage outfits for BTS’s “Love Yourself: Speak Yourself” world tour. BTS has also collaborated with other major brands such as McDonald’s, Coca-Cola, Samsung, and Louis Vuitton, who named them as brand ambassadors in April 2021, but this partnership has now ended.
Dior’s signing of Jimin signals that each member of the band can now individually showcase their branding power. Dior stated in a statement, “The South Korean artist now embodies the spirit and singularity of Dior style, modernity with a timeless signature”.
The brand is no stranger to the influence of K-pop stars, as they previously signed Jisoo, a member of Blackpink, as a global fashion and beauty ambassador. Dior and Jisoo have achieved the highest social media engagement during Spring/Summer 2023 Paris Fashion Week, according to data and insights firm Launchmetrics.
Jimin joins a group of male brand ambassadors for Dior that includes Sehun, a member of Exo, and Astro’s Cha Eun-Woo, both of whom attended the brand’s Pre-Fall 2023 show held at the pyramids of Giza in Egypt. The BTS group recently announced that they will be taking a break to pursue solo projects and fulfill their mandatory military service in South Korea.