BTS for Louis Vuitton
BTS (Image courtesy of Louis Vuitton)

BTS have made their Louis Vuitton debut! The seven members of the biggest boy band in the world are the stars of the French fashion house’s Fall-Winter 2021 Menswear presentation, which premiered online today. The 10-plus minute video, directed by South Korean filmmaker Jeon Go-woon and featuring a moody soundtrack curated and mixed by LV music director Benji B, showcases 34 new looks modeled by BTS’s Jin, Suga, J’Hope, RM, Jimin, V and Jungkook alongside other models. Filmed at Seoul’s Bucheon Art Bunker B39, the presentation finds the band wandering a stark industrial setting punctuated by red highlights, including and inflatable monster and a mini blimp emblazoned with the word “Hope.”

“Seoul has such a unique energy and BTS embody this vibe completely,” LV men’s artistic director Virgil Abloh told WWD of the presentation. “They add their spin to the collection, make it their own and take it to new heights.”

The collection, according to a tweet on LV’s official Twitter account, “investigates the unconscious biases instilled in our collective psyche by the archaic norms of society.”

The short film marks the band’s debut as Louis Vuitton’s latest global brand ambassadors. The partnership was announced back in April to the delight of BTS’s legions of fans, known as “The Army.”

“Becoming global brand ambassadors for Louis Vuitton is a truly exciting moment for us,” the band said in a statement released at the time. Abloh added that he hoped the collaboration would add “a modern chapter to the House, merging luxury and contemporary culture.”


And as if today’s presentation wasn’t enough to make the Army lose their minds, there’s another BTS take-over on the way. The Tonight Show just announced that the band is returning for a two-night stand next week, promising performances of their hits “Permission to Dance” and “Butter.”