BTS’s Jin has once again made waves on the global stage, captivating audiences at Milan Fashion Week while representing Gucci amid fierce competition from European luxury brands.
On September 20 (KST), Jin graced the “Gucci 2025 Spring/Summer Women’s Fashion Show” in Milan as the global ambassador for the iconic fashion house. His presence drew significant attention, and the global excitement was palpable.
French magazine Paris Match highlighted Jin’s star power in their article titled “Through Photos: BTS Jin Captures Hearts at Milan Fashion Week.” The publication noted that all eyes were on Jin during his debut appearance at a fashion show as Gucci’s ambassador. It also celebrated Jin‘s recent completion of his 18-month mandatory military service in June, alongside his notable participation in the Olympic torch relay in Paris prior to the Milan event.
Paris Match emphasized that Jin’s choice to represent Gucci during the competition between French and Italian luxury brands was a decisive win for Italy. The article referenced the August 8 announcement by Gucci and its creative director, Sabato De Sarno, who expressed his excitement, stating, “We are thrilled to welcome Jin. His warm personality and kindness are truly captivating, and his style is simply unparalleled. He is a generous and extraordinary artist who moves people with his music, and it’s an honor to embark on this journey with him.”
With a legion of fans showing up to support him, Paris Match confirmed that Gucci made the right choice in selecting Jin as their face. Despite the presence of other stars like Jessica Chastain and Kirsten Dunst, all attention was firmly on Jin.
The magazine also noted that American actress Dakota Johnson, who has a connection to Jin through mutual friend Chris Martin of Coldplay, sat next to him at the Gucci show. With Johnson dating Martin, who has collaborated with Jin on two occasions, their seating arrangement added an extra layer of intrigue.
Additionally, Jin was seated beside François-Henri Pinault, owner of Kering Group, Gucci’s parent company, underscoring his significance as the brand’s new ambassador. A video emerged after the show featuring Jin congratulating Sabato De Sarno on his stunning collection.
In a heartfelt Weverse live session, Jin expressed his gratitude to his fans, saying, “Seeing so many ARMYs in the car overwhelmed me. Thank you for being with me.”
Paris Match remarked on Jin‘s recent nickname, “The Little Prince of Paris,” noting his successful conquest of Italy. However, they reassured readers that “France has not lost everything to our top competitor across the Alps,” as Jin has also become the first global ambassador for the luxury jewelry brand Fred, which was founded in Paris in 1936.
In conclusion, Paris Match speculated, “In short, Jin has become Europe’s darling.” The article highlighted Jin’s newfound title as many journalists and photographers at Milan Fashion Week commented, “Jin drew the largest crowd in Milan Fashion Week history,” and “No one has ever done this before,” further showcasing his remarkable popularity and influence.
Jin ranked first as the “most mentioned celebrity” at Milan Fashion Week, not just on-site but also globally, including the U.S. Meanwhile, Gucci earned the title of the “most mentioned designer.” Jin’s debut as Gucci’s global ambassador and his affiliation with high jewelry Maison Fred led to a series of rapid sellouts, even causing the official website to crash—proof that he is indeed a global superstar with unmatched appeal
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