BTS has long shaped what millions listen to, but its influence is just as visible in what fans wear and the luxury houses the members represent. The South Korean septet debuted in 2013 and landed its first Billboard Hot 100 No. 1 with “Dynamite” in 2020. Along the way, they revived boy-band fever on a scale not seen in decades and built ARMY, one of music’s most devoted fanbases. Reunited in 2026 after military service, the group has now made history at the MTV Video Music Awards (VMAs).
BTS swept all three of its nominated categories. ‘Swim,’ the lead track from its fifth album, Arirang, won Song of the Year, making BTS the first K-pop group to take the award. The group also won Best K-pop and its fifth Best Group trophy, a record in the category.
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With BTS now on a world tour, its luxury fashion influence is back in the spotlight too. Here are the fashion houses behind each member.
RM
RM became Bottega Veneta‘s global ambassador in March 2023. He admires the house for its focus on fabric and leather rather than logos, and he calls its pieces beyond fads. His wardrobe leans quiet and considered, which includes Intrecciato bags, relaxed tailoring and earthy knits.
Jin
Jin has been Gucci’s global ambassador since 2023 and is also the face of French jeweller Fred. He adds a playful touch to Gucci’s Italian tailoring, and Fred’s Force 10 bracelets are a regular part of his accessories.
SUGA
Valentino named SUGA its global ambassador in January 2023, praising his diversity, inclusivity, creativity and passion. His style is minimal and moody, built on black tailoring, leather and sharp outerwear. He rarely chases trends, and that restraint makes his looks memorable.
J-Hope
J-Hope became a Louis Vuitton global house ambassador in February 2023. He co-designed a pink suede BUTTERSOFT sneaker with creative director Pharrell Williams. At the brand’s June 2026 menswear show in Paris, he wore a distressed pinstripe suit with a leopard-print tie and blue-tinted sunglasses.
Jimin
Jimin was named Dior’s global ambassador in January 2023 and Tiffany & Co.’s house ambassador that March. Tiffany called him a 21st century pop icon. At Dior’s June 2026 Paris show, he wore a royal-inspired blue coat. His style is soft and romantic.
V
V has been a global ambassador for Celine since March 2023 and for Cartier since July 2023, where he fronts the Panthère de Cartier collection. He wore custom Celine looks at BTS’s Arirang World Tour concerts at Paris’s Stade de France. His fashion portfolio also includes Snow Peak Apparel and Champion, and he fronts Champion’s Fall/Winter 2026 ‘True Champion’ campaign.
Jungkook
Jungkook has the busiest luxury roster of the seven. Calvin Klein, his partner since 2023, launched a 20-piece Jung Kook for Calvin Klein capsule in May 2026. Chanel named him its Fragrance & Beauty ambassador in December 2025, Hublot followed in February 2026, and British high jeweller Graff signed him in July 2026.
With a record-breaking VMA night behind them and South American tour dates starting in Bogota on October 2, BTS is as influential in fashion as it is in music. Each member has chosen a house that fits his personality, from RM’s quiet Bottega Veneta leathers to Jungkook’s bold Hublot watches.
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These BTS partnerships give luxury houses direct access to ARMY, one of the world’s most devoted fanbases. Every runway appearance, campaign and red-carpet look adds another defining entry to BTS’s fashion story. However, fans turn these appearances into fashion moments of their own, tracking the houses, pieces and details behind each look.
