BTS are Louis Vuitton's new ambassadors

While Gucci presents its new talk show themed campaign, starring Harry Styles and Awkwafina, Louis Vuitton unveils its new ambassadors: BTS.

BTS - an acronym for Bangtan Sonyeondan or "Beyond the Scene" - is probably the most famous pop band in the world, and has been one of the fastest-growing names on the international music scene since its debut in 2013. The South Korean group boasts a huge fanbase, nicknamed ARMY, which on Instagram alone translates into over 40 million followers. The band made up of RM, Jin, SUGA, i-hope, Jimin, V and Jung Kook, topped the Billboard Hot 100 charts three times in 2020 alone and was named Entertainer of the Year 2020 by TIME. BTS has been nominated for Best Pop Duo / Group Performance for the 63rd Grammy Awards and recognized with numerous awards such as Billboard Music Awards, American Music Awards and MTV Video Music Awards. 

It's the creative director of the Maison, Virgil Abloh, who enthusiastically comments on the addition of BTS to the LV family: "I am looking forward to this wonderful partnership which adds a modern chapter to the House, merging luxury and contemporary culture."