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On August 25, 2024, Naver reported that BTS's Jin set a milestone on Gucci's social media handles, breaking records for the most-liked post in the brand's history. Gucci, a leading luxury fashion house, had previously announced Jin as their global ambassador on August 8, 2024.
This partnership generated unprecedented engagement across the brand's online platforms. The Epiphany singer's debut post as Gucci's global ambassador surpassed the previous record held by American model and television personality, Kendall Jenner. It became the most-liked post in the history of the Italian luxury label's social media presence.
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In addition, the Instagram post introducing the BTS member garnered over 3.5 million likes and attracted more than 40,000 comments at the time of publishing this article. It marked the brand’s most interacted post to date. It surpassed Kendall Jenner's previous record by accumulating 1.7 million likes within just six hours, compared to Jenner's 1.6 million.
Meanwhile, the announcement post on Gucci’s official X account amassed an impressive 112,000 likes, overtaking the previous high of 111,000 likes set by the English singer, Harry Styles.
More about BTS' Jin's record-breaking engagements with Gucci and more
On August 8, the Creative Director of Gucci, Sabato De Sarno welcomed the BTS idol as the global ambassador for the brand on Instagram stating:
“I am very excited to welcome Jin as Global Brand Ambassador. His 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.”
All posts related to Jin as Gucci's global ambassador secured spots among the top 20 most-liked posts in the brand's Instagram history, with the artist's announcement post taking the coveted number one position. It was also reported that following the announcement, the brand's Japanese website experienced a temporary crash due to the overwhelming influx of fans.
The K-pop star's influence was further demonstrated when images of him wearing Gucci products were featured on Harper's BAZAAR's official Instagram. The South Korean media outlet Naver also reported that the men's marina chain necklace, priced at 2.16 million won, quickly sold out in both the U.S. and Japan.
Similarly, in Japan, the chain necklace valued at 760,000 won sold out almost immediately. Additional items worn by Jin, such as the G motif earring, the viscose jersey sweatshirt, and the black backpack also sold out swiftly at the Tokyo store.
Moreover, the September issue of the magazine featuring Jin on the cover dominated the top three spots on best-seller lists across major online stores like Aladdin and Yes24, as soon as pre-orders began.
In addition to his collaboration with Gucci, the Moon singer was named the global ambassador for the French jewelry brand FRED shortly after his military discharge. This led to a rapid sell-out of the necklace, bracelet, and earrings that he wore. The surge in demand also caused FRED's official website to temporarily go down, mirroring the situation with Gucci's site.
The K-pop star is currently gearing up for his solo debut album. While the exact release date hasn't been officially announced, fans are eagerly anticipating its arrival.
