Heading the contemporary pop culture movement, BTS has achieved notable positions in the luxury fashion industry. In a way of connecting deeply with cultures and customers, Gucci has featured multiple K-pop idols, from Kai of EXO to the beautiful IU, and now, Jin of BTS, a member of a group that has transcended barriers and gained global recognition in music.
Why Is This Relevant?
As South Korea gained relevance across various types of media, the Ambassadors of luxury brands, who were mostly of Hollywood, or Western-centric entertainment, have flipped to a fresh and contemporary form of representation. From red carpets and evening interviews to music videos and Instagram photos that can gain millions of likes in just hours; K-pop idols have developed a deep and immersive way of consumption. Fans follow each member closely, making Instagram accounts about their fashion choices and styles.
The most significant factor in K-pop fashion is how these idols construct their aesthetic, on and off stage. Their fashion choices reflect their importance within the group and their personalities; cute, edgy, gentle, badass, playful, etcetera. Fans have become deeply invested in the spirits of each member, and Jin, of BTS, is described as one of the most peaceful.
Jin of BTS
In South Korea, every male citizen is required to complete two years of military service. This obligation has created challenges for idols who wish to avoid it, but Jin was the first member of BTS to complete his service on time.
Before embarking on his military service, Jin released his fourth solo song, \”The Astronaut\”. Inspired by a conversation with Chris Martin, the lead vocalist of Coldplay, the song explores the melancholy of leaving his fans and career behind for military service. Martin also co-wrote the song. This goodbye was marked by a concert in Buenos Aires with Coldplay, where blue lights and fan chants created a memorable goodbye. It was a heartfelt \’see you soon\’ for both the idol and his fans.
Gucci The Brand
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At the moment of the announcement, Gucci highlighted his magnetic personality, warmth, and kindness, making him an excellent representation of the brand. The choice of this Italian luxury company reflects the choices involved in the clothes in the post; pink and red, symbolizing love, tenderness, and passion, qualities associated with a superstar. An ambassador represents a brand, and its values and integrates them into their persona. Moreover, Jin was a great choice of representation for them.
Fashion Ambassadors
As mentioned before, the selection of K-pop idols by high fashion brands has introduced a new and contemporary face to fashion. On the front row of runways, idols are photographed in their refined yet youthful styles, bridging the gap between high fashion and young people worldwide.
Previously, BTS were ambassadors for Louis Vuitton, with all members showing a blend of hip-hop and elegant clothes, reflecting the group\’s essence. Now, as each member pursues individual music projects and infuses their work with personal choices, other members have become ambassadors for brands like Dior (Jimin), Louis Vuitton (J-Hope), and Celine (V).
Conclusion
This collaboration could redefine how fans interact with fashion, inspiring new trends as Gucci shapes Jin’s representation of the brand. As Western culture continues to expand in innovative ways, idols are crafting new media consumption and influencing the market.
Gucci was characterized by its sober and playful style; the brand had adapted in figures like Billie Eilish, with big clothes and obscure themes, to Hanni of NewJeans, with more relaxed, elegant, young, and college aesthetics. What should we expect now?
