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Gucci has named South Korean singer and songwriter Kim Seok-jin, well-known as Jin, from the supergroup BTS, as its new Global Brand Ambassador.
Gucci’s New Era: Jin Ushers in a Modern Aesthetic
Sabato De Sarno, Gucci’s Creative Director, shared, “I am very excited to welcome Jin as Global Brand Ambassador. His warm and kind personality is truly magnetic, and his style is simply unique. He is a generous and extraordinary artist who can move people with his music, which makes us even more honoured to share this journey with him.”
Gucci, via its official KakaoTalk, shared De Sarno’s anticipation for future collaborations that can “fascinate and inspire fans around the world.” This anticipation sets the stage for a new era of creativity and innovation at Gucci.
Jin himself expressed his heartfelt gratitude and admiration for the talented designer and the storied Italian House. “Gucci is an iconic brand with a long-standing heritage and modernity. It is meaningful and thrilling to be a part of such a house,” the artist said in a statement.
As a Gucci Global Brand Ambassador, Jin will participate in various initiatives and events to promote and share the house’s innovative spirit.
Jin’s Magic Touch: Star Power & Global Influence
Jin, the eldest member of BTS, is also the first member to complete his mandatory military service in June. Early last month, Jin made waves as the inaugural Global Brand Ambassador for French high-jewellery house FRED. The 31-year-old further solidified his star power by serving as an Olympic torchbearer for South Korea at the 2024 Paris Olympics.
Jin has a track record of successful collaborations. His partnership with food brand Ottogi’s Jin Ramen noodle franchise has led to a significant rise in sales. Following Jin’s collaboration with the food manufacturing giant, Ottogi Ramen’s exports witnessed a significant rise in their sales. The ramen exports reached US$208 million, the highest ever recorded in the first quarter of the brand’s history. The sales in the first quarter of 2023 were reported to be ₩ 856,784 billion, an increase of 15.4% from the same period since last year.
Gucci Struggles in Crowded Luxury Market
Gucci, the Italian luxury fashion house that is part of the Kering group, has encountered challenges in maintaining its market share. Kering disclosed a 6% decrease in fourth-quarter 2023 revenues, accompanied by declines in sales across its prominent brands, such as Yves Saint Laurent, Balenciaga, and Alexander McQueen. Meanwhile, Gucci experienced a 4% quarter-on-quarter sales decrease.
In 2023, Kering implemented a restructuring of Gucci’s senior leadership as a component of its broader overhaul strategy. This initiative saw the appointment of Jean-François Palus as CEO and Sabato De Sarno as its Creative Director.
The appointment of Sabato De Sarno as its Creative Director was praised within the fashion industry. However, after a year in the role, it remains unclear whether his vision will significantly impact the brand’s sales.
Gucci, once a fashion powerhouse under the maximalist lens of Alessandro Michele, is now undergoing a transformation. The brand is shifting its focus, embracing a polished, more modern aesthetic as it seeks to redefine its luxury identity.
Can Jin’s Star Power Revitalise Gucci’s Sales Amidst Fierce Competition?
The appointment of Jin, a member of the globally renowned K-pop group BTS, as Gucci’s Global Brand Ambassador carries significant implications for the luxury fashion house.
In an interview with Vogue Korea, De Sarno expressed his desire for people to “fall in love with Gucci again.” There are also expectations that Jin will help fulfil his wish, as Gucci, under De Sarno’s direction, is presenting a more mature and distinctly Italian collection.
Amidst a fiercely competitive luxury market saturated with established and emerging brands, Gucci faces the critical challenge of revitalising its image to resonate with contemporary consumers. Even China, the most prominent luxury market in APAC, is experiencing weakening, which is damaging luxury brands’ profits. Kering, expects potential profit to plunge by up to 45% in the first half of the year, mainly due to slumping Gucci sales in China.
Therefore, this collaboration will help Gucci gain access to BTS’s massive and dedicated global fanbase, particularly in APAC, which will further boost Gucci’s sales and brand reputation in that region.
Additionally, this strategic partnership will help Gucci to appeal to a younger demographic, potentially elevating the brand’s image and attracting new customers. Jin’s association with Gucci will generate significant media attention, boosting the brand’s visibility and prestige.
The Power of Hallyu
As part of its expansion in Asia, the brand has been strengthening its ties with South Korea and is set to debut its latest cultural product, the “Gucci Cultural Month” initiative, on October 15 in Seoul. The project aims to pay tribute to the heritage of Korean culture by spotlighting the work of personalities who have elevated local arts to a global scale through various mediums.
Four world-renowned talents will be involved in the project, including conceptual artist Kimsooja, filmmaker Chan Wook Park, contemporary dancer Eun Me Ahn and pianist Seong Jin Cho. The event will celebrate their contributions through photography, videos, exhibitions, special performances and cultural lectures.
Jin’s involvement is anticipated to draw significant attention, allowing Gucci to leverage K-pop’s global impact to reach a wider audience. Moreover, this event also seeks to “inspire a new generation of creatives, reinforcing the notion that fashion and art interconnect profoundly in today’s dynamic cultural landscape,” according to Sure Magazine Korea.
Bridging Cultures: The Transformative Potential of Jin and Gucci’s Collaboration
The partnership between Gucci and Jin presents a unique opportunity to revitalise the brand’s image and expand its global reach. As a global superstar, Jin can significantly boost sales and enhance brand awareness. This collaboration has the potential to be transformative for both parties, redefining the boundaries between fashion and entertainment. Additionally, it serves as a cultural bridge, blending Gucci’s Italian heritage with K-pop’s worldwide appeal.
From Idol to Icon
Since their debut in 2013, BTS has won multiple “Top Social Artist” awards at the Billboard Music Awards and made history as the first Korean artist to top the Billboard Hot 100 chart in 2018 with “Dynamite,” significantly boosting the global popularity of K-pop.
According to Circle Chart, they are the bestselling group in South Korea, with over 40 million albums sold worldwide. By 2023, BTS had charted six number-one Billboard 200 albums, including “Love Yourself: Tear,” “Love Yourself: Answer,” “Map of the Soul: Persona,” “Map of the Soul: 7,” “BE,” and “Proof.” The group is expected to reunite in June 2025 after completing their military service.
Jin has co-written and released three solo tracks with BTS: “Awake” in 2016, “Epiphany” in 2018, and “Moon” in 2020, all of which have charted on South Korea’s Gaon Digital Chart. In October 2022, he released his debut solo single, “The Astronaut.”
Korean media reported that during HYBE’s press conference, the company stated that Jin would release his album in the second half of 2024, the date of which remains undisclosed.
