From V for Cartier to Jin for FRED: BTS members' endorsements & brand collaborations

    When BTS announced they were taking an "indefinite hiatus", it was a relief for brands that couldn't afford them as a group.

    BTS members

    BTS members

    Since emerging onto the music scene in 2013 and becoming one of the biggest groups in the world, Bangtan Sonyeondan — also known as BTS — quickly became the talk of the town. The boy band is widely credited for writing their self-composed songs, which reflect their personal experiences and promote self-love.

    While fans were increasingly drawn to the group, it was no surprise that brands were equally eager to collaborate with them. When BTS announced they were taking an "indefinite hiatus" during their 2022 FESTA to concentrate on their music and fulfil their mandatory military services, it was a relief for brands that couldn't afford them as a group.

    Each of the seven members — Kim Namjoon, Kim Seokjin, Min Yoongi, Jung Hoseok, Park Jimin, Kim Taehyung, and Jeon Jung-kook — acquired individual deals with top brands, covering categories such as clothing, jewellery, electronics, sports, and more. Let's take a look at the latest endorsements and brand collaborations the idols have as individuals.


    Brands: Fred Joaillier, Ottogi's Jin Ramen

    In July 2024, not long after his discharge from the military, Jin was chosen by Fred to serve as their first international ambassador. This is his first luxury partnership on his own after he previously worked with the Jin Ramen noodle business of the food brand Ottogi.


    Brands: Valentino, NBA

    Valentino chose the rapper to be the brand ambassador for their menswear campaign in association with GQ Magazine. Outside luxury fashion, Suga was also chosen by the NBA as their brand ambassador, acknowledging his passionate interest in American basketball.


    Brands: Louis Vuitton

    After attending Louis Vuitton's fall 2023 runway show, the rapper and dancer was named a brand ambassador. He also regularly wears Louis Vuitton looks for his red carpet and public appearances and his photoshoot for the brand has been the most talked about.


    Brands: Bottega Veneta, iloom

    The 'Father of K-pop' starred in the spring 2023 campaign for Bottega Veneta, acting as the company's first and only celebrity brand ambassador. He was also revealed to be the face of iloom's "Where Life Becomes Creation" campaign in 2023.


    Brands: Dior, Tiffany & Co.

    The incredible singer was signed by Louis Vuitton to serve as a Tiffany & Co. and Dior brand ambassador. He starred in the spring 2024 Dior campaign before teaming up with Zoe Kravitz and Gal Gadot for Tiffany & Co. as ambassadors, for the "This Is Tiffany" advertising campaign.


    Brands: Celine, Cartier, Compose Coffee, SimInvest

    With his striking appearance and baritone vocals, this gifted performer has been recognized for several single-brand endorsements. He began as the face of the Korean coffee company Compose Coffee after serving as an ambassador for the banking company SimInvest. Although he chose non-luxury products, which disappointed some critics, he astonished everyone by landing a huge collaboration with the luxury jewellery company Cartier and later becoming the face of the iconic fashion line CELINE.

    Jung Kook

    Brands: Calvin Klein, Godiva, Xbox

    The group's maknae was chosen to represent CK Jeans' denim promotion. In an intriguing turn of events, the artist also teamed up with Belgian chocolate company Godiva to create the "Godiva Golden Edition" chocolate for his solo album 'GOLDEN'. Afterwards, Xbox revealed a partnership with Jung Kook to showcase their Xbox Game Pass membership program and the development of a unique Xbox Series X design for his album as well.