Retail in Asia

Dior names Jimin new global brand ambassador

Dior has named BTS star Jimin as a global brand ambassador, in a move from the French luxury house that signals South Korea’s growing importance to luxury fashion businesses in 2023.

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Announcing the partnership via social media on January 16,  Dior said the appointment of Jimin “solidifies” the singer’s friendship with the Paris-based brand, and “continues a bond” with artistic director of menswear Kim Jones, who has previously created stage outfits for the K-pop band.

Accompanying the announcement were images showcasing the 27-year-old celebrity in a series of looks from the Dior Spring/Summer 2023 collection. Jimin, whose full name is Park Ji-min, “exemplifies the timeless spirit and singularity of Dior,” the announcement added.

The news comes after Dior spent last year heavily investing in the Korean market. In 2022, the LVMH-owned housed hosted a fashion show in South Korea for the very first time, presenting its Fall 2022 collection in the capital, Seoul, in May. Fellow Dior celebrity ambassador, Blackpink singer Jisoo, was in attendance, joined by Kim Yuna and Korean-American rapper, Jay Park.

The runway show was complemented by a Dior Seoul pop-up that same month, located in Seongsu-dong.

At the time, chairman and CEO of Christian Dior Couture, Pietro Beccari, said that the label is “forging new powerful ties” with the country.

Showcasing Korea’s ever-growing luxury prowess, Chanel, Prada, Gucci, Givenchy, Loewe and Alexander McQueen have all inked deals with K-pop singers, actors or both in recent years.

South Koreans spend an average of USD 325 per person a year on personal luxury goods — the highest figure in the world, according to a report by Reuters, citing analysts at Morgan Stanley.