BTS are the new brand ambassadors for Louis Vuitton, as both parties announced on Thursday (April 22) via Twitter. The iconic luxury brand ushered in the partnership by sharing pictures of the septet dressed in pastel suiting juxtaposed with more casual sneakers.
In a statement shared on social media, Louis Vuitton tweeted: “Joining as new Ambassadors, the world renowned pop icons @bts_bighit are recognized for their uplifting messages that impart a positive influence. Louis Vuitton is pleased to welcome members, RM, Jin, Suga, J-hope, Jimin, V and Jung Kook.”
Additionally, renowned designer Virgil Abloh — Louis Vuitton’s men’s artistic director — added, “I am looking forward to this wonderful partnership which adds a modern chapter to the House, merging luxury and contemporary culture.”
The K-pop superstars hinted at this collaboration when they were seen decked out in Louis Vuitton for their red-carpet appearance at this year’s Grammys.
It is not the first time luxury fashion houses have chosen K-pop stars to represent their brand and court a more international customer base. Louis Vuitton recently dressed Astro’s Cha Eunwoo for a spread in W Korea, while Tiffany and Co. announced that Blackpink’s Rosé was its newest global brand ambassador on Wednesday (April 21).
In pastel looks that seem to pay homage to their styling in the “Dynamite” music video, BTS’ promo pics for Louis Vuitton are spring-ready as the group is dressed in a fresh color palette consisting of blues, pinks, and lavenders.