BTS star Jimin in all black as Dior’s new global brand ambassador

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French fashion and luxury house Dior has named K-pop star Jimin as its new global brand ambassador as it looks ahead to tap into the popularity of Korean stars in an attempt to win over younger shoppers. The news was announced on Dior’s social media platforms with images if the BTS star dressed in all black in a sporty outfit that was designed by Kim Jones.

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In its Instagram post, Dior wrote: “As a new global ambassador for Dior, BTS member Jimin kicks off this partnership by embodying the newest creations by Kim Jones. Wearing a sportswear inspired look from the Dior Summer 23 collection, the performer channels Monsieur Dior’s passion for the outdoors.”

https://twitter.com/Dior/status/1615001547284402191

Jimin, whose full name is Park Ji-min, is one of the seven members of the famous Korean group BTS. The group sparked a worldwide K-pop frenzy following their debut in 2013 with chart-topping songs and record-breaking music videos. The move comes following a tie-up between Jones and BTS in 2019 when Jones designed the BTS Big Hit stage looks for the group and further solidifies the brand’s friendship with the singers.

While exciting, the move to place Jimin as brand ambassador is certainly not an unsurprising one considering that South Koreans are the world’s biggest spenders on personal luxury goods per capita, according to investment bank Morgan Stanley. They reportedly spend an average of US$325 a year on these products.

Dior is also not the first luxury brand to bring a Korean star into its folds in order to attract younger buyers. Last April, jewelry company Tiffany & Co. announced that ROSÉ from the South Korean girl group BLACKPINK, would front its 2021 Tiffany HardWear digital campaign.

“I’ve always loved wearing Tiffany jewelry. To be part of an iconic brand that has been part of my life for a long time makes it that much more special to me,” says ROSÉ. “I am very honored and excited to be a part of the HardWear campaign and I can’t wait for everyone to see it.”

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