In what is a considerable level-up from their most recent (and unexpected) collaboration with McDonalds, the K-pop sensation that is boyband BTS, have now been announced as Louis Vuitton’s official brand ambassadors. Of course, Jung Kook, J-Hope, V, RM, Jin, Suga, and Jimin have collectively turned out Louis V looks on red carpets for years, but today marks an official alliance between the luxury label and the pop group, which will see the two come together across a series of TBC special projects. 

“Becoming global brand ambassadors for Louis Vuitton is a truly exciting moment for us,” the band shared in a statement. And while this signals the first major fashion deal for BTS, it is not the first time that the fashion industry has dovetailed off the wild successes of K-pop. With every member of BLACKPINK signed onto blue chip relationships with separate Parisian fashion houses, Vuitton’s decision to nab Korea’s biggest export, BTS, is nothing short of a power move. “I am delighted BTS are joining Louis Vuitton today,” Vuitton’s artistic director Virgil Abloh says. “I am looking forward to this wonderful partnership which adds a modern chapter to the House, merging luxury and contemporary culture. I can’t wait to share all the very exciting projects we are working on”. 

In other fashion news this week, Balenciaga gave us a collection cooked up in tourist-trap heaven and Shygirl became a Burberry siren, opening the label’s AW21 show with a spoken word performance as Mother Nature.

Catch up on the rest of the fashion goss that may have passed you by this week: