MILAN — Gucci has named South Korean singer and songwriter Kim Seok-jin, best known as Jin, from the popular BTS group as its latest global brand ambassador.
Jin, who was an Olympic torchbearer for South Korea at the 2024 Paris Olympics last month, at 31, is the eldest member of the hit K-pop group and the first to be discharged from his country’s mandatory military service in June.
Creative director Sabato De Sarno said Jin’s “warm and kind personality is truly magnetic, and his style is simply unique. He is a generous and extraordinary artist who is able to move people with his music, which makes us even more honored to share this journey with him.”
The artist has worn Gucci on several occasions and, praising De Sarno, he stated that the brand is “iconic” with “a long-standing heritage and modernity. It is meaningful and thrilling to be a part of such a house.”
He joins Gucci alongside other Korean brand ambassadors Hanni, Lee Jung Jae, Park Gyu Young, and Jay Park.
The brand has been strengthening its ties with South Korea and is set to debut its latest cultural product, the “Gucci Cultural Month” initiative, on Oct. 15 in Seoul. The project aims to pay tribute to the heritage of Korean culture by spotlighting the work of personalities who have elevated local arts to global scale through various mediums.
The project will see the involvement of four world-renowned talents, including conceptual artist Kimsooja, filmmaker Chan Wook Park, contemporary dancer Eun Me Ahn and pianist Seong Jin Cho. The event will celebrate their contributions through photography, videos, exhibitions, special performances and cultural lectures.
Since their debut in 2013, BTS has won multiple “Top Social Artist” awards at the Billboard Music Awards and made history as the first Korean artists to top the Billboard Hot 100 chart in 2018 with their single “Dynamite.” The band is credited with aiding the global popularity of K-pop.
Jin has been named Gucci global brand ambassador.
According to Circle Chart, BTS is the bestselling group in South Korea, with more than 40 million albums sold worldwide. As of 2023, the group has charted six number-one Billboard 200 albums, including “Love Yourself: Tear,” “Love Yourself: Answer,” “Map of the Soul: Persona,” “Map of the Soul: 7,” “BE” and “Proof.”
Jin has cowritten and released three solo tracks with BTS: “Awake” in 2016, “Epiphany” in 2018, and “Moon” in 2020, all of which have charted on South Korea’s Gaon Digital Chart.
In October 2022, he released his debut solo single “The Astronaut.”
Last month, Jin was named jewelry brand Fred’s first global ambassador. He also has a partnership with food brand Ottogi’s Jin Ramen noodle franchise.
A limited-edition collaboration with outdoors specialist Kolon, featuring the Wootteo cartoon character used for one of his singles, recently dropped.
In a Q&A session on Weverse, the social platform from the group’s management company, Jin said he was recording and filming variety shows, but has not shared further details or release dates. He is expected to release an album in the second half of the year.
BTS is expected to reunite in June 2025 after the other band members complete their military services.