The BTS singer Jimin has been named as the global brand ambassador by the French fashion house Dior. The move is being made as European luxury brands try to capitalise on K-pop stars’ widespread appeal, especially among younger consumers.
One of the seven members of the K-Pop sensation BTS, whose debut in 2013 ignited a global K-Pop frenzy with its catchy, upbeat music and dance moves, is Jimin, who is 27 and goes by the full name Park Ji-min.
The Dior Instagram post that broke the news reads, “The House is thrilled to announce @J.M from #BTS as new Dior global ambassador. Pictured here in a colourful look from #DiorSummer23, the singer is now lending his image to creations from Artistic Director of Dior men’s collections, @MrKimJones.”
Prior to April 2021, BTS worked as a brand ambassador for Louis Vuitton, another luxury brand owned by the French luxury conglomerate LVMH Mot Hennessy Louis Vuitton (LVMH), which also owns Dior. This partnership has however officially ended.
In addition to Jimin and other BTS members, Dior has also recruited Jisoo of BLACKPINK as a global fashion and beauty ambassador.
According to analysts at Morgan Stanley, South Koreans have overtaken other countries as the world’s biggest consumers of personal luxury goods, shelling out an average of US $ 325 annually.
76 per cent of household wealth in the nation is held in real estate, which has seen significant price growth in recent years, according to analysts.
