French luxury fashion house Louis Vuitton has signed South Korean rapper J-Hope, a member of the K-pop phenomenon BTS, as a global ambassador.
BTS was collectively named as brand ambassadors for the French luxury fashion house in April 2021, a partnership that has since expired.
With the band on hiatus, its members have been inking individual deals with fashion houses as they focus on solo projects and prepare to complete their mandatory military service.
The seven-member band— which comprises RM, Jin, Suga, J-Hope, Jimin, V and Jungkook — wore custom Vuitton suits to the 2022 Grammy Awards, with J-Hope, the band’s lead dancer, opting for an all-white suit with matching sneakers.
For the third year in a row, the band was nominated for Best Pop Duo/Group Performance in the 2023 awards for their hit Coldplay collaboration “My Universe.”
BTS came in at number two in the Global Recording Artist Chart for 2022 published on Wednesday by IFPI, the organization that represents the recorded music industry worldwide.
This marked their third consecutive year in the top three, following back-to-back wins in 2020 and 2021.
“@uarmyhope for #LouisVuitton.The Maison is pleased to announce that the world-renowned rapper-singer-songwriter, and music producer will be joining as new House Ambassador,” Louis Vuitton said in a statement.
“The Maison is delighted to welcome the South Korean artist, who brings his unique charm and style to this exciting new chapter.” the brand added.
In January, J-Hope’s attended the Louis Vuitton menswear show in a teaser for his new role as its new brand ambassador.
The influence of K-pop stars has been growing steadily as evidenced by the feedback from the latest men’s fashion weeks in Paris and Milan, data firm Launchmetrics said in a recent report.
“Overall, brands focused on strengthening their voices in the APAC 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,” it said.
J-Hope joins a roster of brand ambassadors at Vuitton that also includes Jackson Wang, Bradley Cooper, and Tahar Rahim. His bandmate Jimin recently signed with Dior, while Suga is a brand ambassador for Valentino.