BTS x Louis Vuitton

From Music to Fashion, BTS has done it all! Not only are they enormously successful and globally loved singers, dancers, songwriters, producers, and philanthropists, they are now also the Global House Ambassadors for one of the most luxurious brands out there, Louis Vuitton. 

BTS at the Louis Vuitton Men's FW21 Collection show.

Louis Vuitton quoted on April 23rd, “Joining as new House Ambassadors, the world-renowned Pop Icons @bts_bighit are recognized for their uplifting messages that impart a positive influence. Louis Vuitton is pleased to welcome members RM, Jin, SUGA, J-Hope, Jimin, V and Jung Kook.”

Not long after the announcement, Twitter and Instagram were abuzz with excited fans and BTS was on top of the global trends. Getting on “trending” may not be really new for BTS, but it surely is another notch on their belt to be associated with a brand such as Louis Vuitton. 

As if this wasn’t enough, BTS made a runway debut and slew it. Now they are models too, how cool is that! LV even live-streamed a spin-off fashion film on July 7th, showcasing the boys adorned with various apparel from the Men’s Fall-Winter Collection, 2021. The film was shot at Bucheon Art Bunker B39, an art and culture space just outside of Seoul, South Korea. It was broadcasted on the official Louis Vuitton Twitter, YouTube, and Instagram pages. The 10 min long video garnered over 2M views within an hour of its release. Watch the full video here! 

BTS members with the apparel from the LV FW21 Collection.

Less than a year after launching the official TikTok account last September, Louis Vuitton surpassed 1 million followers by the beginning of July. 12 of the last 15 videos posted on the brand’s TikTok account have more than 1 million views and a video featuring the K-pop band posted on July 6 has more than 15 million views! 

The BTS Effect: 

This new-formed partnership is already getting a positive response from fans of the band, with many of the products being seen in the members’ photographs getting sold out within minutes. BTS member, Jungkook, wore a $2850 Louis Vuitton blazer in Virgil Abloh’s (the Louis Vuitton designer working with the band) Instagram story, which completely sold out on the official Louis Vuitton website across 23 Countries. Just from this low-res 144p picture of him wearing the blazer! 

JungKook wearing an LV blazer in an Instagram story.

BTS’ RM not only charmed ARMY with his strikingly good looks but he caused a $1,330 LV bag to be sold out in Louis Vuitton’s US online store within minutes after posting the picture on Twitter. RM posted the selfie with the LV bag and wrote, “I got a carrot”. 

RM posing with an LV bag on Twitter.

Challenges: 

Although the response has been mostly positive till now, the only notable setback has been the exclusion of BTS member, V (Kim Taehyung), from one of the promotional clips shared via a tweet on the official Louis Vuitton Twitter account. Fans were quick to point out that there are seven members in the group and it was extremely unprofessional to leave one out. Louis Vuitton responded by tweeting another clip, making sure to feature all 7 of the members. LV seems to be sailing in smooth waters for now, and we’re excited to see what the future holds!