Louis Vuitton Names J-Hope of BTS as New Brand Ambassador

Luxury fashion brand Louis Vuitton has announced that J-Hope, a member of the globally popular K-pop group BTS, will be its new brand ambassador. This announcement comes after the collective appointment of BTS as brand ambassadors in April 2021, which has since expired. BTS has been on hiatus, with each member focusing on individual deals with various fashion houses as they prepare for their mandatory military service. J-Hope's role in Louis Vuitton has been described as an "exciting new chapter" for the luxury fashion house.

J-Hope is known for his upbeat energy, precise choreography, and creative musical direction, which has earned him a significant fan following worldwide. Louis Vuitton called him a unique artist who brings his charm and style to the brand, marking his homecoming to the company. The influence of K-pop stars has been increasing, with brands focusing on strengthening their voices in the APAC market. J-Hope joins a list of brand ambassadors that include Jackson Wang, Bradley Cooper, and Tahar Rahim, while his bandmates Jimin and Suga have signed with Dior and Valentino, respectively.

In a recent report, data firm Launchmetrics said that the dominance of South Korea in the fashion world is growing, as brands tap into the cultural zeitgeist and seek global influence. BTS came in second in the Global Recording Artist Chart for 2022, following back-to-back wins in 2020 and 2021. The group wore custom Vuitton suits to the 2022 Grammy Awards and has been nominated for Best Pop Duo/Group Performance for their hit collaboration with Coldplay, "My Universe." J-Hope's appointment as the brand ambassador for Louis Vuitton marks the latest development in the growing influence of K-pop stars in the fashion industry.