Luxury house Chanel announced BTS member Jung Kook as its newest global ambassador for Fragrances and Beauty. The house explained that the K-pop superstar is someone who fully expresses the values and essence that Chanel pursues.
Jung Kook described Chanel as a pioneering house that respects its iconic values while advancing with modern ideas. In his statement, he noted that he aims to stay true to his style while taking on new creative challenges, adding that the collaboration with Chanel Fragrances and Beauty holds personal significance. His comments reinforce the alignment between his artistic identity and the brand’s vision for this chapter of its beauty division.
The appointment also signals Chanel’s continued investment in artists who shape contemporary culture. Jung Kook’s work, from his solo releases to his performances with BTS, has made him a leading figure with substantial global reach. By selecting him, Chanel places its beauty and fragrance lines in direct conversation with audiences who closely follow shifts in fashion, music, and luxury branding.
BTS achieved some of the biggest commercial records in global music, and Jung Kook contributed to hits that broke streaming and sales records worldwide. Songs like Dynamite, Butter, and Permission to Dance topped major charts, crossed billions of streams, and earned the group Billboard Music Awards, American Music Awards, and a Grammy nomination. BTS also secured massive tour numbers and some of the strongest global chart performances of their generation.
Jung Kook achieved major results as a solo artist as well. Seven featuring Latto debuted at No. 1 on the Billboard Hot 100, Global 200, and Global Excl. U.S. charts. 3D with Jack Harlow followed with strong international performance, and his album Golden set new sales records for a Korean solo act with a huge opening day and week.
Thomas du Pre de Saint Maur, Chanel’s Global Head of Creative Resources for Fragrance and Beauty, said Jung Kook brings strong inspiration to a new generation. He referenced the artist’s passion, originality and presence on stage while speaking about the appointment, emphasising the creative momentum Jung Kook brings to the role. The collaboration is expected to include global campaigns, special projects and continued visibility across Chanel’s fragrance and beauty platforms.
