It’s gotta be a good day for K-pop fans, because BTS star Jimin was just named the global brand ambassador for Dior. It’s a pretty big deal, as it shows that South Korea is growing in importance on the global scale in fashion.
On Monday, Dior announced the partnership over on social media. Dior said that this move “solidifies” th friendship of Jimin with the French fashion label. Dior also said that it “continues a bond” with artistic director of menswear Kim Jones, who previously created outfits for BTS.
The post also showed several images of Jimin wearing the brand’s Summer 2023 collection.
Dior has been increasing its presence in South Korea. The country is known for valuing luxury goods, with an average of $325 spent per person annually—it’s the largest figure in the world.
Back in 2022, Dior hosted a show in South Korea for the first time ever in Seoul. Jisoo, the Blackpink star and another Dior ambassador, was in attendance that day. She was joined by figure skater Kim Yuna and Korean American rapper Jay Park.
Many other fashion companies have also been boosting their presence in South Korea. Chanel, Prada, Gucci, Givenchy, Loewe, and Alexander McQueen have all made deals with K-pop and K-drama stars in recent years.
BTS is also the first K-pop group to be nominated for a Grammy Award and has become a global sensation since its debut in 2013. BTS had a partnership with Louis Vuitton (which is also owned by Dior’s parent company LVMH), but that is on pause currently.
Several BTS members are currently pursuing solo projects, and oldest member Jin had to join South Korea’s military as a part of the country’s mandatory service. The group is not expected to get together again until 2025. It’s a bit said, but at least we have this story to be excited about.
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