Dior has revealed the name of the new official ambassador. This is Jimin, one of the seven members of the Korean group BTS.
The BTS star becomes the new face of Dior Homme.
The fashion house is further strengthening its ties with the K-Pop group. After we made the costumes for the Love Yourself: Speak Yourself tour in 2019Kim Jones, the art director, offers herself Jimi as the new face of its men’s collection.
A long-awaited moment for the brand, which for some time had been eyeing this group with its monumental international influence. But due to a rich career accompanied by tours, the guys of the group did not have time to accept proposals, no matter how prestigious they were, from various fashion houses. At the end of 2022, it is finally possible for the group members to announce to take a break from their careers, especially to devote themselves to their solo activities and complete their mandatory military service in Korea. of the South.
A golden opportunity for Kim Joneswho says he loves BTS: “These are incredible, fashionable guys. Everyone I know is their fan.” In the press release, the house of Dior also welcomed this news: “Singer, dancer and songwriter Jimin, of the iconic 21st century group BTS, is now a global ambassador for Dior. This particular connection establishes, more than ever, his friendship with House and Kim Jones (…). The South Korean artist now embodies the spirit and uniqueness of the Dior style, modernity with a timeless signature“.
South Korea, the largest luxury market.
Dior is not the only house to offer the image of a member of BTS. of Valentino House has just announced a collaboration with Suga, the group’s rapper and dancer. “Chosen for his authenticity, creativity and sensitivity, Suga reflects Valentino’s values, speaking to a generation through his contemporary ideals.”, said the Italian luxury house. Bulgari meanwhile said this week to choose Lisa from K-Pop group Blackpink to embody its brand image.
Choices that are not left to chance when you know the importance of the Asian market for luxury homes. South Korea in particular: according to a recent study by the US bank Morgan Stanley, South Koreans are the world’s biggest spenders on luxury goods.