BTS proved their global influence extends far beyond music as five members made triumphant returns to fashion weeks across New York, Milan, and Paris for the Spring/Summer 2026 collections. Fresh from military discharge, each member represented their luxury brand partnerships with record-breaking impact.
BTS Fashion Week EMV Rankings
| Member | Brand | Location | EMV Generated | Ranking | Posts |
|---|---|---|---|---|---|
| V (Taehyung) | CELINE | Paris | $13.1 million | #1 Musician, #3 Overall | 2 |
| Jin | Gucci | Milan | $9.7 million | #2 Overall Influencer | 2 |
| Jungkook | Calvin Klein | New York | $7.44 million | #1 at NYFW | 0 |
| RM | Bottega Veneta | Milan | $3.11 million | #6 Korean Influencer | 1 |
| Jimin | Dior | Paris | Undisclosed* | Helped Dior rank #1 | Multiple |
*Dior ranked #1 in overall engagement at Paris Fashion Week 2026
V’s Historic CELINE Impact
Taehyung emerged as the #1 musician at Paris Fashion Week 2026, generating a staggering $13.1 million in Earned Media Value for CELINE with just two posts. He ranked third overall among all global influencers and celebrities, showcasing his incredible social media influence. His brown overcoat from the Spring 2026 line at CELINE’s October 5 showcase instantly became one of the season’s most talked-about looks.
Jimin’s Viral Dior Moment
Jimin attended Dior’s Spring/Summer 2026 show on October 1 in Paris, marking his first major fashion event since military discharge. His daring look—a black Dior blazer styled without a shirt, paired with flared leather trousers and striking blonde hair—went viral instantly. While his specific EMV wasn’t disclosed, reports confirm Dior’s event ranked #1 in overall engagement and visibility at Paris Fashion Week, largely attributed to Jimin’s return.
Jin’s Gucci Dominance in Milan
Jin secured the #2 overall influencer spot at Milan Fashion Week SS26, generating $9.7 million in EMV for Gucci with only two posts. His impressive 6.4% engagement rate—even with comments turned off—demonstrates his powerful connection with fans. The bold black-and-white ensemble he wore on September 24 made him one of the most photographed guests at the event.
Jungkook’s Silent Power
Perhaps most remarkably, Jungkook created $7.44 million in EMV for Calvin Klein at New York Fashion Week without posting a single image himself. His appearance on September 12 in a beige suit accounted for 30% of Calvin Klein’s total EMV and 25% of the entire NYFW season’s media value, making him the #1 most mentioned influencer across all NYFW events.
RM’s Minimalist Impact
RM continued his partnership with Bottega Veneta at Milan Fashion Week, securing $3.11 million EMV with a single post that achieved 6.4% engagement. His minimalist off-white sweater and tan trousers look contributed to Bottega Veneta ranking #3 among top brands with $27.1 million total EMV.
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Why This Matters
These numbers come from reports by Lefty and Karla Otto, industry-standard analytics firms tracking fashion week impact. EMV (Earned Media Value) measures the publicity value brands receive through influencer appearances and social media engagement—demonstrating BTS members are among the world’s most valuable fashion ambassadors.
With all members preparing for BTS’s 2026 comeback, their fashion week dominance reinforces their position as global cultural icons transcending music boundaries.
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FAQs
Q1: What is EMV and why does it matter for fashion brands?
EMV (Earned Media Value) measures the estimated publicity value brands receive through organic social media engagement, press coverage, and influencer mentions. For luxury fashion houses, high EMV indicates successful brand visibility without paid advertising. BTS members generating millions in EMV shows they drive massive organic conversations, making them invaluable brand ambassadors who deliver significant returns on partnership investments.
Q2: Which BTS members are official ambassadors for which fashion brands?
As of 2025, the BTS fashion brand partnerships include: V (Taehyung) with CELINE, Jimin with Dior, Jin with Gucci, Jungkook with Calvin Klein, and RM with Bottega Veneta. SUGA represents Valentino, and j-hope partners with Louis Vuitton. These partnerships have proven mutually beneficial, with BTS members bringing unprecedented visibility to luxury fashion houses while establishing themselves as global style icon.
