Louis Vuitton signs BTS member J-Hope as brand ambassador

PARIS — It turns out that J-Hope's presence at the Louis Vuitton men's show in January was a teaser for his new role: the French luxury house on Friday named the K-pop star and member of boy band BTS as its new brand ambassador.

This marks something of a homecoming for the rapper, singer, songwriter and producer. BTS were collectively named Vuitton Brand Ambassadors in April 2021, a partnership that has since expired. With the group on hiatus, its members have signed individual deals with fashion houses as they focus on solo projects and prepare to complete their mandatory military service.

The seven-member group - which includes RM, Jin, Suga, J-Hope, Jimin, V and Jung Kook — wore custom Vuitton suits to the 2022 Grammy Awards, with J-Hope, the group's lead dancer, opting for an all-white suite with matching sneakers. For the third year in a row, the group was nominated for Best Pop Duo/Group Performance at the 2023 awards for their hit collaboration with Coldplay "My Universe".

J-Hope in Louis Vuitton. Courtesy of Louis Vuitton

BTS came in at No. 2 on the Global Recording Artist Chart for 2022 released by IFPI on Wednesday, the organization that represents the recorded music industry worldwide. It was their third straight year in the top three, following back-to-back wins in 2020 and 2021.

Describing BTS as "21st century pop icons", Vuitton said that J-Hope "brings his unique charm and style to this exciting new chapter with the house. A new Disney+ documentary, 'J-Hope in the Box,' goes behind the scenes of his debut solo album 'Jack in the Box' and his performance in headliner at Lollapalooza last summer.

"He is loved by fans around the world for his upbeat energy, precise choreography and musical direction creative," Vuitton said in a statement. "With a positive presence on and off stage, J-Hope continues to push artistic boundaries and inspire international audiences."

The influence of K-pop stars has grown steadily, as evidenced by the returns from recent men's fashion weeks in Paris and Milan, data firm Launchmetrics said in a recent report.

"Overall, the brands have focused on the reinforcement...