Valentino names SUGA from K-Pop band BTS as Brand Ambassador
Valentino has named BTS star SUGA as Brand Ambassador, developing its desire of scouting those who embody its values of "authenticity and individuality".
SUGA has created his own style as a rapper, songwriter, producer and performer, whilst being a member of K-pop boy band BTS. He now joins Valentino's ambassadors, named Di.Vas, an acronym that stands for 'Different Values'.
The announcement comes a day after LVMH's Dior names fellow BTS star Jimin as a Global Brand Ambassador, a move that signals South Korea's growing importance to the world's luxury fashion houses and businesses.
As part of the Valentino partnership, SUGA will be the face of the 'Maison Valentino Essentials' campaign, which features "an edit of pieces culled from the Valentino collections, streamlined to their design essence and organised into an expandable, ever-evolving system".
Commenting on the partnership, SUGA said: "All individuals have different dreams and values. Maison Valentino and Creative Director Pierpaolo Piccioli have been supportive of diversity which is something that I also believe in. I am happy to be joining as DI.VAs and to collaborate on this amazing campaign with Maison Valentino Essentials."
Pierpaolo Piccioli, Creative Director at Valentino, added: "SUGA is a multifaceted artist; he is an interpreter and uses his talent and his work to express himself with energy and authenticity. He perfectly embodies everything that DI.VA.s testimonials stand for: diversity, inclusivity, creativity and passion. We are happy to have him aboard and I am sure that we will do a lot of beautiful things together."
Chanel, Prada, Gucci, Givenchy, Loewe and Alexander McQueen have all signed deals with K-Pop singers and actors in recent years, and, as well as Jimin, Dior also has a relationship with K-Pop star Jisoo of girlband Blackpink. According to analysts at Morgan Stanley. South Koreans have become the world's biggest spenders per capita on personal luxury goods spending an average of $325 a year.