“He will always be famous and in demand” — Fans react to reports of French and Italian luxury brands competing for BTS’ Jin’s ambassadorship

On September 20, 2024, BTS' Kim Seokjin attended Gucci's Spring/Summer 2025 fashion show at the Milan Fashion Week. Paris Match reported on September 21 (KST) that several French and Italian luxury brands vied to sign the BTS sensation as their global ambassador. However, the Grammy-nominated musician settled with Gucci.

On August 8, Gucci's artistic director, Sabato de Sarno, announced their joy over welcoming the musician as the new global face of the Italian Maison.

"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."

Paris Match reported that although several biggest worldwide stars, such as Kirsten Dunst and Jessica Chastain, were present at Gucci's show, the BTS idol attracted the highest numbers of fans.

Thousands of BTS ARMYs in purple t-shirts and Jin's cutout placards stood outside the venue to welcome and cheer for him. Admirers took pride in the BTS idol's global status and "demand" and one fan wrote on X (formerly Twitter):

"He will always be famous and in demand"

Meanwhile, the news went viral online and fans took pride in Jin being one of the most sought-after celebrities for brands. Some underscored that Gucci "won the lottery" by signing him.

"Imagine being chosen by THE Kim Seokjin out of all the brands that are competing to get him," one fan wrote.

"Imma laugh at all those b**hes who are still in delusion that bts need brands and connection to stay relevant. No bro it's the brands that need connection to actually acquire any of bts members and Jin it's always been the other way around lol so STAY MAD!" another fan said.

"Gucci really won the lottery with Seokjin," one fan added.

Others speculated that the executive who signed the BTS idol for Gucci must have earned a "hefty bonus."

"The other big houses were fighting over him...it makes me so proud," one fan commented.

"Remember back when bts didn't do ambassadorships and all brands could hope for was that bts wore their clothes/shoes/jewelry?," another fan recalled.

"Someone got hefty bonus after managing to get Jin in Gucci. That is for sure," another fan stated.

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More about BTS' Kim Seokjin's appearance at the Milan Fashion Week

The eldest member of BTS was seen seated between Hollywood actress Dakota Johnson and François-Henri Pinault, the owner of the Kering group, which owns Gucci. Before that, the musician clicked a few pictures with Dakota Johnson at the event. For the unversed, the two have a mutual through Chris Martin, Coldplay's frontman.

Meanwhile, on September 21, 2024, the BTS idol came online on Weverse and held a livestream. The artist narrated going to Gucci's after-party after the fashion show. He recalled leaving the party after 30 minutes as he didn't know anyone.

"I was curious to see what it looked like, but I didn't know anyone so I sat there drinking some champagne. The president of Gucci in Korea took care of me. I stayed a little and then went home. It was nice, I don't really like parties, but I enjoyed it. I told myself that I should have been more diligent in learning English," he said.

This was the idol's first-ever solo appearance at a fashion show. He was announced as Gucci's global ambassador on August 8, 2024.

Previously, he also became the first-ever global ambassador for the French luxury jewelry brand, FRED, on July 8, 2024. Recently, he was featured on the cover of Vogue Korea's special October edition for FRED.

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Reportedly, the Epiphany singer-songwriter is set to release his debut solo album by the end of 2024.