BTS were collectively named as brand ambassadors for Vuitton in April 2021, but the partnership has since expired.
With the group on a break, its members have been signing solo deals with fashion houses as they focus on their individual projects, while preparing to complete their mandatory military service.
The seven-member group – which also consists of RM, Jin, Suga, Jimin, V and Jung Kook – wore custom Vuitton suits to the 2022 Grammy Awards, with J-Hope opting for an all-white suit with matching sneakers.
J-Hope joins a roster of brand ambassadors at Vuitton that also includes Jackson Wang, Bradley Cooper and Tahar Rahim, while his bandmate Jimin recently signed with Dior, and Suga is brand ambassador for Valentino.
The latest consumer analysis has noted the impact of K-pop on fashion and brands, with Launchmetrics saying in a recent report: “Overall, brands focused on strengthening their voices in the Asia-Pacific market.
“More specifically, in line with brands tapping into the cultural zeitgeist and seeking global influence, we note South Korea to be the dominant focus throughout both weeks.”
