Fashion
BTS' V IS QUIETLY BUILDING THE MOST INTERESTING BRAND PORTFOLIO IN K-POP
From Celine's 'Celine Boy' to the face of Cartier's Panthère, V's fashion ambassadorships read like a masterclass in range.
Since returning from military service, BTS' V has moved deliberately back into fashion's front row and the résumé he's building is unusually coherent for someone juggling this many houses at once.
Celine named him global ambassador in March 2023, with creative director Hedi Slimane dubbing him the brand's 'Celine Boy'; this year that relationship extended to the label's Spring/Summer 2027 show in Paris and custom looks worn during BTS' Arirang World Tour stop at Stade de France. Cartier, which appointed him ambassador in July 2023, has kept him as the face of its Panthère de Cartier line a fit the maison has attributed to his "creative spirit and magnetic gaze."
2026 also brought a newer, more casual register: a Champion 'True Champion' campaign in August, sitting alongside longer-running deals with Snow Peak Apparel and Compose Coffee. Between Left Bank tailoring and sportswear, it's a portfolio built on range rather than repetition.
About the author
Yuna Liu
Fashion editor and writer covering design, image-making and the creative networks connecting Southeast Asia.
