This just in: K-pop superstar Jin of BTS fame has been named as the first global brand ambassador of French luxury jewellery Fred. Hot on the heels of his release from military service earlier this year, this marks the South Korean celebrity’s first solo luxury brand ambassadorship.
“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,” said Valérie Samuel, the vice president and artistic director of Fred, and third generation scion of the Samuel family, in a press statement released on WWD.
Speaking on his new appointment, Jin said, “I am deeply honoured and grateful to be part of the Fred family. Please look forward to the future endeavours we will bring through the partnership.”
The star has had an action-packed schedule since his release from military service just last month. He is expected to represent South Korea as a torchbearer at the upcoming 2024 Paris Olympics; been spotted filming variety shows, most recently at his former high school where he shocked and surprised students; and took part in a public event in Seoul where he hugged a thousand of his fans to thank them for their constant support.
No stranger to the world of luxury, Jin was previously a brand ambassador for Louis Vuitton along with BTS band mates RM, Jung Kook, J-Hope, Jimin, Suga and V, and has been spotted on the French brand’s front rows.
Similarly, Fred Jewelry is no stranger to South Korea, having hosted its first retrospective exhibition in Asia at ALT.1 gallery in The Hyundai Seoul last November. Then-CEO of Fred Jewelry Charles Leung told GRAZIA at the time that “the brand is gaining momentum already, but knowledge about [it is not quite there] yet.”
Well, with this new brand ambassador appointment, it seems the luxury jewellery maison is certainly making itself known to a whole new generation.
This story first appeared on GRAZIA Singapore.