The BTS singer, whose full name is Park Ji-min, will appear in his first campaign for the brand this spring, the jeweler said Thursday.
The announcement was accompanied by a photo of a shirtless Jimin wearing a black suit and a collection of the brand’s “Lock” bracelets. He becomes the second K-pop star to pen a deal with Tiffany & Co. in recent years, after Rosé from girl group Blackpink was unveiled as a brand ambassador in 2021.
In a press release, the singer described the partnership as “a great honor,” adding that the jeweler has a “passion for design, innovation and artistry.”
Tiffany & Co. announced its partnership with a photo of Jimin wearing some of the brand’s “Lock” bracelets. Credit: Tiffany & Co.
In January, LVMH reported that Tiffany & Co. had enjoyed a “record year” in 2022 amid an 18% increase in revenue for the conglomerate’s jewelry and watches division, which also includes major brands like Bulgari, TAG Heuer and Chaumet.
High-end jewelers are increasingly seeking to harness the power of K-pop, with Blackpink’s bandmate Jisoo unveiled as the new face of Cartier last May. Fashion labels like Chanel, Prada, Gucci have also announced partnerships with South Korean singers, actors or both in recent years.
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Thursday’s announcement comes as Jimin prepares to launch a new solo album, “Face,” later this month. BTS has been on hiatus since last year as its members serve — or prepare to serve — their mandatory military service.
The first K-pop group ever to be nominated for a Grammy Award, BTS had partnered with another LVMH-owned brand, Louis Vuitton, before announcing its hiatus.
In a statement, Tiffany & Co’s executive vice president for product and communications, Alexandre Arnault, described Jimin as a “multifaceted artist and performer.”
“He embodies the energy, style and sense of modernity that epitomizes Tiffany and Co.,” added Arnault, who is the son of LVMH’s billionaire owner, Bernard Arnault.