In a move that’s bound to spark a social media frenzy, French high-jewellery brand FRED has tapped the talents of global K-Pop superstar Kim Seok-jin, better known as Jin of BTS, as its first-ever Global Brand Ambassador.

jin x fred jewelry
Image Source wwdInstagram

The Jin Factor: Why FRED Chose Jin of 21st-Century Pop Icons BTS?

Through the brand’s Instagram account and  official website, FRED announced its new Global Brand Ambassador: Jin of the 21st-century pop icons BTS. The announcement highlighted Jin’s personality and commitment, noting he perfectly embodies Maison FRED’s spirit. His collaboration with the brand, known as The Sunshine Jeweler, is set to shine uniquely.

“As a true generational symbol, he has made a global impact with his talent and personality, continuing to inspire millions of fans worldwide. Both considerate and committed, with a perpetual smile and a great sense of humor, the eternal lover of life perfectly embodies the spirit of Maison FRED.

Jin’s radiant personality and contemporary, casual chic style chimes with the modernity and individuality of Maison FRED creations. His collaboration with The Sunshine Jeweler promises to shine with a unique sparkle.”

jin x fred jewelry
Image Source fredjewelryInstagram

“His radiant energy, artistic qualities, values and high standards constantly push him to excel, strongly resonating with those of our maison and our founder Fred Samuel, with whom he shares an unwavering optimism and joie de vivre,” declared the jeweller’s Vice President and Artistic Director Valérie Samuel, who is also the granddaughter of the founder, on WWD.

The global superstar expressed his excitement about his new partnership with FRED, calling it a profound honour to be part of the brand’s legacy. “I am deeply honoured and grateful to be part of the FRED family,” he said, hinting at future collaborations. The exact nature of these projects remains undisclosed, but Jin did say fans should stay tuned for what’s to come.

jin x fred
Image Source wwdInstagram

Global Icon Meets Timeless Design

This prestigious partnership marks a bold new chapter for both tastemakers, with Jin’s undeniable charisma set to illuminate FRED’s timeless collections on a global scale. The brand is merging the timeless appeal of Parisian luxury with the dynamic energy of Korean pop culture. Jin’s star power will undoubtedly propel their exquisite collections to a new generation of fans around the world.

jin x fred jewelry
Image Source jinInstagram FRED


Last week, Jin thrilled his fans by posting an Instagram photo of him sporting a stylish bracelet, the FRED FORCE 10, which holds a special meaning. This particular bracelet is part of a collaboration between FRED and the Special Olympics, the world’s largest sports organisation for children and adults with intellectual disabilities. Jin is also anticipated to serve as an Olympic torchbearer for the 2024 Paris Olympics. This collaboration marks his first luxury deal since his discharge from mandatory military service in early June.

FRED: A Legacy of Parisian Chic Since 1936

FRED is a renowned French brand known for its chic and modern take on luxury jewellery. Fred Samuel founded FRED in 1936 with the vision of creating modern and striking jewellery. Inspired by his love of cultured pearls, colourful stones, and the sunlight of his childhood, he crafted unique pieces that reflected his vibrant aesthetic. The brand continues to honour his legacy with sun-infused creations and versatile collections.

jin x fred jewelry
Image Source FRED

Part of the LVMH group since 1995, FRED embodies a spirit of boldness and freedom. Its collections boast fine jewellery for both men and women, alongside sunglasses for a complete look. FRED describes its pieces as “a wink of happiness” meant to illuminate life’s big and small moments.

The jewellery brand is particularly famous for creating the first unisex jewellery line, the Force 10 collection, which has remained a popular choice for nearly 60 years. Today, FRED has a presence in over 30 countries and more than 50 stores worldwide.

The iconic Force 10 collection Image Source FRED
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