Chanel has tapped BTS star Jungkook as its new global ambassador for Fragrances and Beauty, securing one of the luxury house’s most high-profile partnerships of the year.
The announcement arrived through Chanel Beauty’s social platforms, including Instagram Stories and the brand’s Japanese account, accompanied by striking black-and-white portraits that immediately set social media into a frenzy.
Jungkook, 28, said the collaboration represents more than a brand alignment; it reflects an artistic philosophy he has long held. “I am truly delighted to join Chanel Fragrances and Beauty as global ambassador,” he said in a statement.
“For me, Chanel is a pioneering house that cherishes its timeless heritage while constantly reinventing itself with modernity. As an artist, I try to stay true to my own style, while embracing new challenges, so this partnership with Chanel Fragrance and Beauty is especially meaningful to me.”
The appointment concludes nearly a year of behind-the-scenes preparation, according to the brand, and fits into Chanel’s continued strategy of spotlighting talents who embody contemporary culture.
Thomas du Pré de Saint Maur, Chanel’s head of global creative resources for Fragrances and Beauty, praised Jungkook’s impact and creative direction, noting, “I have long admired his incredible talent, his music career and his distinctive commitment to self-expression, not to mention his bold creative choices. It perfectly embodies the essence of our house. He is a true source of inspiration for the new generation, instilling passion and creativity wherever he goes.”
For Jungkook, the Chanel collaboration adds to a growing list of fashion and beauty milestones. His partnership with Calvin Klein, particularly its denim campaign, triggered sellouts across several markets and set expectations that his influence may drive a similar result for Chanel’s Fragrances and Beauty line.
The singer’s trajectory outside group activities has been equally strong. His solo tracks “Euphoria,” “My Time,” and “Still With You” remain fan favorites, while high-profile collaborations with artists such as Lauv, Charlie Puth, and Jack Harlow have broadened his global reach. In 2022, he performed “Dreamers” at the FIFA World Cup opening ceremony, and in 2023 he released his first solo album Golden, following back-to-back hits like “Seven (feat. Latto)” and “3D (feat. Jack Harlow).”
With Chanel now in the fold, Jungkook’s footprint in the global beauty and luxury sector is set to expand even further, signaling a new phase in his career, blending with his evolving artistry with the house’s drive to bridge heritage and modernity
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