Tiffany & Co. names BTS Jimin as brand ambassdor

Tiffany & Co. has named K-pop star Jimin (pictured) as its new global brand ambassador, marking the company's latest tap into the popularity of Korean stars in an attempt to win over younger shoppers. Released on the brand's social media platforms as part of its upcoming advertising campaign, the still shot has featured Jimin wearing several of the brand's "Lock" bracelets. Under the partnership, Jimin will showcase his own approach to jewelry styling as he wears signature Tiffany & Co. designs in forthcoming campaigns.

According to the press release, Jimin is appointed to be brand ambassador due to his unique style and worldwide influence, which the the luxury jeweler aims to mark a new chapter for with the intersecting worlds of music, art, culture and luxury.

“We are looking forward to welcoming multifaceted artist and performer Jimin of BTS as our newest house ambassador. He embodies the energy, style and sense of modernity that epitomises Tiffany and Co. We are proud and incredibly excited to unveil our future campaigns with him launching later this spring,” said Alexandre Arnault, executive vice president, product and communications of Tiffany & Co..

“It is a great honor to partner with Tiffany and embody the values of a brand that has a passion for design, innovation and artistry,” said Jimin.

MARKETING-INTERACTIVE has reached out to Tiffany & Co. for additional information.

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It is not the first time Tiffany & Co. appointing K-pop star as brand ambassador. Back in January, the brand named BLACKPINK's Rosé as brand ambassador together with the launch of its Lock colelction. She was styled in diamond Lock bangles and highlighted the versatility of the designs and style statement each design makes.

Furthermore, back in January, French fashion and luxury house Dior named Jimin as its new global brand ambassador as it looked 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 of Jimin dressed in all black in a sporty outfit that was designed by Kim Jones.

Meanwhile, to cater to more consumers in the Asia region, Tiffany & Co. has also launched its first official third-party online flagship store in China on JD.com, adding a new channel for Chinese consumers to access more choices and experiences for luxury shopping.

The partnership enables Chinese consumers to access nearly 1,000 items from Tiffany & Co., including jewelry, diamond rings, home products, and perfume via JD.com. Consumers will also be able to browse items exclusive to JD, including Return to Tiffany Lovestruck Pendant and Time for Speed Race Car Clock.

Globally the brand also made headlines on social as it released a statement saying that it will be launching its co-branded merchandise on 7 March 2023, with the star of the show being the Nike x Tiffany & Co. Air Force 1. Crafted in premium black suede and featuring a Tiffany Blue swoosh, the shoes mark a continued celebration of the Air Force 1’s 40th anniversary and is the first partnership for the brands.  

Alongside the shoes, Tiffany & Co. will be releasing a collection of limited-edition sterling silver products. The co-branded designs include a sterling silver whistle, shoehorn, shoe brush and a dubrae for the Nike x Tiffany & Co. Air Force 1 1837 laces.

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