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Written by Oscar Holland,

As luxurious manufacturers proceed to courtroom South Korea’s booming luxurious market, Tiffany & Co. has unveiled Ok-pop star Jimin as its latest model ambassador.

The BTS singer, whose full identify is Park Ji-min, will seem in his first marketing campaign for the model this spring, the jeweler mentioned Thursday.

The announcement was accompanied by a photograph of a shirtless Jimin carrying a black go well with and a group of the model’s “Lock” bracelets. He turns into the second Ok-pop star to pen a take care of Tiffany & Co. in recent times, after Rosé from woman group Blackpink was unveiled as a model ambassador in 2021.

In a press launch, the singer described the partnership as “an excellent honor,” including that the jeweler has a “ardour for design, innovation and artistry.”

Tiffany & Co. introduced its partnership with a photograph of Jimin carrying a few of the model’s “Lock” bracelets. Credit score: Tiffany & Co.

South Korea, together with China, has been pivotal to Tiffany & Co.’s progress since luxurious conglomerate LVMH announced that it was buying the jeweler in 2019. The corporate’s web site at the moment lists over 20 shops within the nation, together with greater than a dozen within the capital Seoul.

In January, LVMH reported that Tiffany & Co. had loved a “document 12 months” in 2022 amid an 18% enhance in income for the conglomerate’s jewellery and watches division, which additionally contains main manufacturers like Bulgari, TAG Heuer and Chaumet.

Excessive-end jewelers are more and more looking for to harness the facility of Ok-pop, with Blackpink’s bandmate Jisoo unveiled as the brand new face of Cartier final Might. Vogue labels like Chanel, Prada, Gucci have additionally introduced partnerships with South Korean singers, actors or each in recent times.

Morgan Stanley reported that luxurious spending within the nation had jumped 24% final 12 months to $16.8 billion. This equates to $325 per capita, which the funding financial institution mentioned makes South Koreans the world’s greatest luxurious spenders.

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Thursday’s announcement comes as Jimin prepares to launch a brand new solo album, “Face,” later this month. BTS has been on hiatus since final 12 months as its members serve — or put together to serve — their necessary army service.

Nearly all able-bodied South Korean males are required to serve within the military between the ages of 18 and 28, though a regulation handed in 2020 permits some high-profile figures, comparable to entertainers and athletes, to defer their army service till the age of 30.

The group’s oldest member, Jin, enlisted in December, however Jimin (who, at 27, is among the many BTS’ youngest members) has but to announce when he’ll serve. He was unveiled as a model ambassador for French vogue home Dior in January.

The primary Ok-pop group ever to be nominated for a Grammy Award, BTS had partnered with one other LVMH-owned model, Louis Vuitton, earlier than asserting its hiatus.

In a press release, Tiffany & Co’s government vp for product and communications, Alexandre Arnault, described Jimin as a “multifaceted artist and performer.”

“He embodies the power, type and sense of modernity that epitomizes Tiffany and Co.,” added Arnault, who’s the son of LVMH’s billionaire proprietor, Bernard Arnault.

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