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BTS’s Jin Named Global Brand Ambassador for Parisian Jeweler Fred

SPARKLING RETURN: Fred has appointed South Korean singer and songwriter Kim Seok-jin, globally known as Jin from BTS, as its first global ambassador.

“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 jeweler’s vice president and artistic director Valérie Samuel, who is also the founder’s granddaughter.

The South Korean star was equally enthusiastic, expressing that he was “deeply honored and grateful to be part of the Fred family” in his new role. “Please look forward to the future endeavors we will bring through the partnership,” he added.

This is Jin’s first solo luxury deal. Before enlisting for mandatory military service in December 2022, he had signed a partnership with Ottogi’s Jin Ramen noodle franchise. In 2021, Louis Vuitton had appointed BTS as brand ambassadors during Virgil Abloh’s tenure as artistic director of menswear.

According to recent South Korean media reports, Jin is also expected to become a torchbearer for the 2024 Paris Olympics.

The 31-year-old, who is the eldest member of the globally recognized group, was the first to be discharged from military duty.

Kim Seok-jin, best known as Jin from BTS, is Fred's first global ambassador
Kim Seok-jin, best known as Jin from BTS Courtesy of Fred

Days after his discharge, he was back with BTS fans, known as the BTS Army, participating in a “hugathon” event attended by thousands, celebrating the band’s 11th anniversary.

A limited-edition collaboration with outdoor specialist Kolon, featuring the Wootteo cartoon character from one of his singles, was also released.

During a Q&A session on Weverse, the social platform from the group’s management company, Jin mentioned that he was recording and filming variety shows, although he did not provide further details or release dates. An album is expected to be released in the second half of the year.

The next BTS member due to return to civilian life is J-Hope, with his discharge date slated for October. BTS is anticipated to reunite in June 2025 after Jimin, Jung Kook, RM, Suga, and V complete their services.

Fred had previously named singer Wonyoung Jang from the Ive girl group as the ambassador for South Korea and Emma Roberts as the face of its Pretty Woman jewelry line. The LVMH Moët Hennessy Louis Vuitton-owned jeweler also showcased its “Fred, Jeweler Creator since 1936” retrospective at Seoul’s Alt.1 Hyundai art gallery in December, operating 12 stand-alone points of sale in the country.

Source: WWD