Jin of BTS Is Gucci’s New Global Brand Ambassador
Kim Seokjin, or Jin, a member of the K-pop boy band BTS, has been announced as Gucci’s new Global Brand Ambassador. This partnership is a milestone in the singer’s career and highlights the influence of K-pop idols not only in the music industry but in fashion as well. Considering how popular K-pop is currently, it’s not surprising that luxury brands choose K-pop idols as their ambassadors. In fact, Jin’s appointment only increased the demand for luxury products, with the Japan website crashing immediately after the announcement.
Photo Credits: Instagram page of Gucci
In conformity with Korean law, Jin enlisted in the Korean army in 2022 and completes his military service in June 2025. Since he was the first member of BTS to return from military, Armys (the official name of BTS’ fandom) have organized big celebrations not only in Korea, but also all around the world. While hundreds of fans were awaiting to greet him around the Hybe’s building in Seoul (the entertainment company behind BTS), certain fans have noticed Gucci bags near the building, including a cake labeled “Gucci Jin.” The image was quickly spread around the Internet with fans wondering what it could mean.
Photo Credits: jinniesarchives, X
Finally, on August 7th, Gucci announced Jin as a Global Brand Ambassador. The creative director of Gucci, Sabato de Sarno said a statement to Women’s Wear Daily: “Jin’s 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.”
Photo Credits: Instagram page of Gucci
As Jin steps into this new role, his appointment shapes the influence of Gucci around Asia. While fans are excited to see what new collaborations are coming, Gucci is organizing “Gucci Cultural Month” initiative in Korea coming this October. While it’s not confirmed if Jin will participate, we are excited to see what this initiative will offer and how it will pay tribute to Korean culture.
Article by Anahit Aharonyan, Contributor, PhotoBook Magazine
Tearsheets by Bradley Duley, Graphic Design Intern, PhotoBook Magazine
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