Why K-pop stars like BTS and BlackPink are the perfect brand ambassadors

BTS were named as Louis Vuitton's brand ambassadors recently. - filepic

There’s no denying the enduring popularity of K-pop, with groups like BTS and Blackpink leading the way in the brand endorsements field.

Currently the No. 1 boy band and girl brand, the two groups have been racking up ambassadorships.

From fast food to luxury luggage, everything BTS touches turns to gold, and many stars will follow in their footsteps as ambassador marketing shows no signs of slowing down.

This year, they signed on as the new House ambassadors of French luxury fashion house, Louis Vuitton, which is also the group’s first global luxury fashion deal, following endorsements with Fila, Samsung and Hyundai Motors.

Just last month LV designer Virgil Abloh and BTS released a surprise spin-off fashion film dedicated to the Autumn/Winter 2021 menswear collection.

The fashion film marks BTS’s first big project for the brand, where members Jin, Suga, J-hope, RM, Jimin, Jungkook, and V each model looks by Abloh in an industrial space filled with Vuitton-clad models.

The film interprets each member’s style perfectly, and less than an hour after the clip was released on YouTube, it had racked up more than two million views, when previously, a collection such as this would have only been glimpsed in look books or on social media

In April this year, Tiffany & Co. engaged Blackpink’s Rose as a global ambassador, fronting the 2021 Tiffany & Co. HardWear digital campaign.

The star was chosen thanks to her bold personality and modern style, perfectly embodying the attitude and identity of the collection.

Blackpink are both mega popstars and fashion icons. photo: YG Entertainment

Rose is also an ambassador for Saint Laurent, an ideal fit to the brand with her edgy style.

Blackpink’s members Jennie, Rosé, Jisoo and Lisa aren’t just idols (K-pop stars are called idols in South Korea), they are style icons, dressed in designer wear from top to toe.

It was only a matter of time before big names approached the foursome to appear in their campaigns, having solidified their images as luxury and style icons.

Feminine, sweet and very girl-next-door, Jisoo was the perfect South Korean ambassador for Dior, who signed her on with Dior Beauty in 2019, and the following year, as a muse for the Dior Autumn/Winter 2020 collection.

Jennie, the first of the girls to make her solo debut in 2018, is an ambassador for Chanel, which recruited the star for her effortless millennial, cool-girl style.

The group’s youngest member, Lisa, has endorsed numerous brands in her native Thailand, and her biggest recent fashion partnership is with Celine. She also appeared in a campaign for Bvlgari’s B.zero collection.

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