This Monday, legendary fashion powerhouse Dior unveiled their newest global brand ambassador – K-pop star Jimin! The collaboration was shared all over social media with stunning visuals of the BTS singer wearing Kim Jones’ latest designs.

In a Twitter post, Dior wrote: ‘In his role as new global ambassador, JIMIN exemplifies the timeless spirit and singularity of Dior as he continues a bond created in 2019 with Kim Jones, who designed @BTS_BigHit stage looks, and solidifies his friendship with the House.’

In his role as new global ambassador, JIMIN exemplifies the timeless spirit and singularity of Dior as he continues a bond created in 2019 with Kim Jones, who designed @BTS_BigHit stage looks, and solidifies his friendship with the House. pic.twitter.com/CfneYyLVbK

— Dior (@Dior) January 16, 2023

The move comes as European luxury houses look to tap into the global popularity of K-pop stars, particularly with younger shoppers. Recently, Fashion brands have looked to Asian pop stars to help expand their brand presence. French luxury brand Kenzo debuted their collaboration with fashion legend NIGO with an assorted cast of Asian Music personalities. Dior has also forged links with K-pop star Jisoo, of Blackpink, drawing crowds of screaming fans to Paris when she attends the label’s runway shows.

Jimin, 27, whose full name is Park Ji-min, is one of the seven-member group BTS, who have helped spark a worldwide K-pop frenzy. Along with K-Pop’s influence on the music industry, South Koreans have become the world’s biggest spenders per capita on personal luxury goods. Spending an average of US$325 a year, according to analysts at Morgan Stanley.