Louis Vuitton getting closer to Gen-Z. BTS, a young South Korean boyband, will be the new brand ambassadors

Louis Vuitton and Virgil Abloh open the doors to the Gen Z, selecting the world icons of K-Pop “BTS”.

The news was made official by Louis Vuitton himself, through the Instagram page, where he defines the Korean group “bearers of positive influence”. We all agree that Virgil Abloh has brought an important breath of fresh air to the French maison, bringing the brand to a younger audience several times. The artistic director of declares in fact very enthusiastic about the new partnership:

“I look forward to this wonderful partnership that adds a chapter of modernity to the House, blending luxury with contemporary culture. I look forward to sharing all the exciting projects we’re working on.”

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Un post condiviso da Louis Vuitton (@louisvuitton)

The boyband, composed of seven young artists, since its debut in 2013 has conquered the charts of the world music scene. Defined as “pop icons of the 21st century” and with many awards and awards, it is no coincidence that during the Grammy Awards 2021 were nominated Best Pop Duo/Group Performance. Their oriental origins and their success have whet the appetite of various luxury labels such as Dior. But they are not the only ones, recently in fact other luxury fashion houses have made oriental icons bearers of the brand’s values. Maria Grazia Chiuri, Italian pride, and Tiffany have chosen two South Korean stars of the Blackpink group as the faces of the two brands.

Beautiful messages of inclusion between different generations and cultures. We look forward to the successes that will reach the boyband and Louis Vuitton.

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Erika Nappo

Laureata in Fashion Design e aspirante stylist. Innamorata della scrittura e delle parole. Fashion victim dal momento in cui ho indossato le mie prime scarpette Pepè in rosso granata. Credo nel superpotere dell’ascoltare e tutto ciò che non dico, lo scrivo.