Fans Respond to Competing French and Italian Luxury Brands for BTS Jin’s Ambassadorship

On September 20, 2024, BTS member Kim Seokjin made a striking appearance at Gucci’s Spring/Summer 2025 fashion show during Milan Fashion Week. According to a report by Paris Match on September 21 (KST), numerous prestigious French and Italian luxury brands sought to appoint the BTS star as their global ambassador. Ultimately, the Grammy-nominated artist chose to partner with Gucci.

On August 8, Gucci’s artistic director, Sabato de Sarno, announced the exciting news of welcoming Jin as the new global face of the iconic Italian Maison.

“I am very excited to welcome Jin as Global Brand Ambassador. His warm and kind personality is truly magnetic, and his style is simply unique. He is a generous and extraordinary artist who is able to move people with his music, which makes us even more honored to share this journey with him.”

Paris Match highlighted that despite the presence of other global stars like Kirsten Dunst and Jessica Chastain at Gucci’s show, it was the BTS idol who drew the largest crowd of fans.

Thousands of enthusiastic BTS ARMYs donned purple t-shirts and held Jin cutout placards outside the venue to cheer him on. Fans expressed their pride in the BTS idol’s immense popularity and “demand,”with one fan sharing on X (formerly Twitter):

“He will always be famous and in demand”

The news of Jin’s ambassadorship quickly went viral, with fans celebrating his status as one of the most desirable celebrities for luxury brands. Many suggested that Gucci “won the lottery”by signing him.

“Imagine being chosen by THE Kim Seokjin out of all the brands that are competing to get him,”one fan remarked.

“Imma laugh at all those b**hes who are still in delusion that BTS need brands and connections to stay relevant. No bro, it’s the brands that need connections to actually acquire any of BTS members and Jin; it’s always been the other way around lol so STAY MAD!”another fan commented.

“Gucci really won the lottery with Seokjin,”one fan added.

Others speculated that the executive who secured Jin for Gucci must have received a “hefty bonus.”

“The other big houses were fighting over him… it makes me so proud,”one fan mentioned.

“Remember back when BTS didn’t do ambassadorships and all brands could hope for was that BTS wore their clothes/shoes/jewelry?”another fan recalled.

“Someone got a hefty bonus after managing to get Jin in Gucci. That is for sure,”a fan asserted.

More about BTS’ Kim Seokjin’s appearance at Milan Fashion Week

The eldest member of BTS was seated between actress Dakota Johnson and François-Henri Pinault, the owner of the Kering group which owns Gucci. Prior to the show, the musician snapped a few photos with Dakota Johnson, who shares a mutual friend in Chris Martin, the lead singer of Coldplay.

On September 21, 2024, the BTS star hosted a livestream on Weverse, sharing his experience of attending Gucci’s after-party following the fashion show. He recounted leaving the event after 30 minutes since he didn’t know anyone there.

“I was curious to see what it looked like, but I didn’t know anyone so I sat there drinking some champagne. The president of Gucci in Korea took care of me. I stayed a little and then went home. It was nice; I don’t really like parties, but I enjoyed it. I told myself that I should have been more diligent in learning English,”he stated.

This appearance marked Jin’s first solo outing at a fashion show, following his announcement as Gucci’s global ambassador on August 8, 2024. Previously, he became the inaugural global ambassador for the French luxury jewelry brand, FRED, on July 8, 2024, and recently graced the cover of Vogue Korea’s special October edition featuring FRED.

Reportedly, the artist known for “Epiphany”is set to release his debut solo album by the end of 2024.

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