Dior has unveiled K-pop star and BTS member Jimin as its latest global ambassador.
The move comes as European luxury houses look to tap into the global popularity of K-pop stars, particularly with younger shoppers.
Jimin, 27, whose full name is Park Ji-min, is one of the seven-member group BTS, which sparked a worldwide K-Pop frenzy with catchy, upbeat music and dance moves following its debut in 2013.
The band’s relationship with the French luxury house dates back to 2019, when Dior menswear designer Kim Jones designed stage outfits for their “Love Yourself: Speak Yourself” world tour.
BTS has worked with brands including McDonald’s, Coca-Cola, Samsung and Louis Vuitton, which named them as brand ambassadors in April 2021, a partnership that has now ended.
Both Vuitton and Dior belong to French luxury conglomerate LVMH.
South Koreans have become the world’s biggest spenders per capita on personal luxury goods, splashing out an average of $325 a year, according to analysts at Morgan Stanley.