- Chanel Beauty taps into Jungkook’s popularity, naming him their global ambassador.
- The collaboration bridges luxury branding with K-pop cultural influence.
- Jungkook’s previous brand deals also show tangible media and market impact.
Jungkook of BTS has been chosen as Chanel's new global ambassador. Last week, on Thursday, the company made this announcement via its official Chanel Beauty Instagram account. The news rapidly went viral in online fashion and beauty communities, making it one of the most talked-about industry developments of the week.
Chanel’s Brand Vision Meets K-Pop’s Cultural Influence
Chanel's pleasure to have Jung Kook as a global ambassador, was highlighted by Thomas du Pré de Saint Maur, the creative resource director for global fragrance and beauty. He further emphasized on Chanel's ideals and vision which closely align with Jungkook's artistry, enthusiasm, and impact on the new generation.
Speaking on the partnership, Jungkook added, “Chanel is a pioneering brand that continues to create something new while respecting its iconic identity." And being "an artist who strives to explore new challenges" while maintaining his own "color," the BTS vocalist found the collab to be particularly "meaningful."
Jungkook and His Most Popular Brand Collabs
From being the lead vocalist for BTS to being a chart-topping solo artist with hits like Seven and 3D, Jungkook's career has changed over the decade. His partnerships with companies like Calvin Klein, Snow Peak, TIRTIR & LADOR have broadened his impact beyond music, drawing in fashion, beauty, and lifestyle brands looking for broad, cross-industry appeal.
That reach proved apparent at the most recent New York Fashion Week as Calvin Klein’s ambassador. Jungkook attracted a lot of attention even when he didn't post anything related to the event on his own social media. Post the event, his media impact value (MIV) for Calvin Klein reached close to $30.4 million USD, as per several industry reports which cited Launchmetrics’ data. This made him one of the year's top celebrities, driving fashion buzz.
Additionally, Maker Studio reports also stated that Jungkook's Calvin Klein 2023 campaign increased the parent company's share price by over 20% to $87.93. In just 48 hours, the campaign also produced a MIV of over $13.4M for the Golden Maknae, revealed a report by Yahoo! Entertainment. This year, in October, Jungkook collaborated with the brand again, delighting fans all over the world.
Since the announcement, fans have been praising Jungkook's expanding cultural influence and Chanel's embracing of K-pop. However, this is not the first time that Chanel has collaborated with a K-Pop star. Chanel has also worked with BLACKPINK's Jennie, who has appeared in various campaigns for bags, such as the #CHANEL25, jewelry (Coco Crush), and seasonal collections, exemplifying the brand's contemporary elegance.
Such collaboration combines the brand's legacy with these K-Pop stars’ youthful, trend-setting persona, increasing Chanel's appeal to the tech-savvy Gen Z and millennials. Jungkook's partnership with Chanel Beauty, will bring the company to the forefront of current society, bridging music, fashion, social media, and international youth trends.
