Valentino, the renowned Italian luxury fashion house, has recently appointed BTS member Suga as its latest brand ambassador.
As a part of the brand’s team of ambassadors, known as Di.Vas, which stands for Different Values, Suga embodies the brand’s values of diversity, inclusivity, creativity and passion, according to creative director Pierpaolo Piccioli.
“Suga is a multifaceted artist; he is an interpreter and uses his talent and his work to express himself with energy and authenticity. He perfectly embodies everything that DI.VA.s testimonials stand for: diversity, inclusivity, creativity and passion. We are happy to have him aboard and I am sure that we will do a lot of beautiful things together”, said Pierpaolo Piccioli.
Suga will be fronting the Maison Valentino Essentials campaign, which is dedicated to the brand’s menswear staples and is described as a quest for essence conducted within the perimeter of the masculine wardrobe. The campaign features an edit of pieces from Valentino collections that are streamlined to their design essence and organized into an expandable, ever-evolving system.
“All individuals have different dreams and values. Maison Valentino and Creative Director Pierpaolo Piccioli have been supportive of diversity which is something that I also believe in. I am happy to be joining as DI.VAs and to collaborate on this amazing campaign with Maison Valentino Essentials”, add Suga.
Valentino’s decision to collaborate with Suga highlights the importance of connecting with stars and influencers who appeal to young Asia-Pacific consumers, as the region remains a key growth driver for luxury brands. South Korea, in particular, is a significant source country for such stars, with its music and film industry producing a steady stream of celebrities whose appeal is both local and global.
Valentino has also recently collaborated with Formula 1 World Champion Lewis Hamilton and Chinese singer and songwriter Li Ronghao, in its efforts to connect with customers in different regions. These collaborations demonstrate the brand’s commitment to authenticity and individuality by scouting personalities who embody the Maison values.