Big news for Big Hit’s popstars: BTS have been named the new ambassadors of Louis Vuitton.

The French luxury fashion brand announced the partnership over Instagram and Twitter today, sharing a new photo of members Jungkook, J-Hope, V, RM, Jin, Suga and Jimin clad in pastel-hued looks from Louis Vuitton’s Spring/Summer 2020 menswear collection.

In its announcement, the Maison describes the K-Pop boyband as “one of the most renowned and influential groups in the world”, pointing out that their chart-topping music shares “uplifting messages that impart a positive influence”.

(Photo credit: Louis Vuitton)

As part of the collaboration, we can expect BTS to appear in future Louis Vuitton campaigns, joining fellow ambassadors Emma Stone, Sophie Turner, Jaden Smith and tennis champion Naomi Osaka. The South Korean superstars will also be dressed in the brand’s street-meets-luxe menswear, designed by Virgil Abloh, for future performances and appearances — just like they did for the 2021 Grammys.

BTS pretty much teased the partnership when they showed up at the music awards show last month wearing pieces from Louis Vuitton’s F/W 2021 menswear collection. They made several best-dressed lists — including ours — for offering a fresh, relaxed spin on red carpet dressing. Rapper RM, in particular, wore a sweatsuit and Louis Vuitton velcro sneakers.

BTS dressed in Louis Vuitton looks at the 2021 Grammys. (Photo credit: Blair Caldwell, courtesy of Louis Vuitton)

That appearance also made the case for how well BTS and Virgil Abloh’s vision go together. The Louis Vuitton Men’s Artistic Director, who also helms streetwear label Off-White, shared that he has spent time with the boyband to discuss creative visions and ideas for the Maison.

“I am delighted BTS are joining Louis Vuitton today,” Abloh said. “I am looking forward to this wonderful partnership which adds a modern chapter to the House, merging luxury and contemporary culture. I can’t wait to share all the very exciting projects we are working on.”

This marks the first time that BTS is officially teaming up with a luxury fashion house. Previously, the group sported custom Dior Men looks by Kim Jones at their concerts. They’ve also made appearances in other high fashion labels such as Gucci and Saint Laurent. For their MTV Unplugged concert in February, the boyband performed their hit singles such as “Dynamite” and “Life Goes On” wearing suits from Ralph Lauren and Thom Browne.

BTS are already a favourite for fashion brands, often sporting looks by Dior, Saint Laurent, or in this case, Gucci. (Photo credit: MTV)

BTS does, however, have an ongoing partnership with sportswear brand FILA. Last December, they fronted a campaign for the limited-edition “Project 7” capsule collection, which featured military-themed outerwear and and sneakers. They’re also currently the faces of Samsung.

But BTS’ Louis Vuitton collaboration is their biggest yet. It will certainly prove beneficial to the Maison, whose F/W 2021 fashion film racked up over 105 million views thanks to a teaser campaign by the boyband.

It’s also the latest in a string of potent partnerships between luxury fashion houses and K-Pop stars: just this week, Blackpink’s Rosé was named the new face of American jeweller Tiffany & Co., on top of being a Saint Laurent ambassador. The likes of Dior and Celine are also working with Blackpink members Jisoo and Lisa respectively, with the latter recently being named a judge on a French fashion competition alongside Phoebe Philo. Italian brand Gucci has also launched a capsule collection inspired by EXO member Kai.

Perhaps fans can expect a BTS x Louis Vuitton capsule collection soon, too?

Header photo credit: Big Hit Entertainment

Pameyla Cambe
Senior Writer
Pameyla Cambe is a fashion and jewellery writer who believes that style and substance shouldn't be mutually exclusive. She makes sense of the world through Gothic novels, horror films and music. Lots of music.