K-pop performer J-Hope has signed on as Louis Vuitton’s latest ambassador.
The star — who was in attendance at the luxury brand’s January menswear show in Paris — announced the news to his 44 million Instagram followers in a joint post with the brand.
Aside from his role in Korean supergroup BTS, which is currently on hiatus, J-Hope has established a thriving solo musical career, and was booked as a headline act at Chicago’s Lollapalooza festival last July.
His appointment is the latest of an increasing number of luxury tie-ups with Kpop artists, as brands seek to capitalise on the genre’s global, young and die-hard fanbase. In January, Dior announced a partnership with fellow BTS member Jimin, while Valentino penned a deal with the group’s rapper, Suga. Girl group Blackpink’s stars Lisa, Jennie, Jisoo and Rosé also all have deals with French fashion houses (Celine, Chanel, Dior and Saint Laurent, respectively).
Learn more:
Why K-Pop Rules Fashion Week
From Prada to Dior, fashion’s embrace of Korean pop stars is going into overdrive as brands look to Asian consumers to fuel growth.
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