EXCLUSIVE: Jeweler Fred Taps BTS’s Jin as First Global Brand Ambassador


SPARKLING RETURN: Fred has tapped South Korean singer and songwriter Kim Seok-jin, best known as Jin from BTS, as its first global ambassador.

“His radiant energy, artistic qualities, values and high standards constantly push him to excel, strongly resonating with those of our maison and our founder Fred Samuel, with whom he shares an unwavering optimism and joie de vivre,” declared the jeweler’s vice president and artistic director Valérie Samuel, who is also the granddaughter of the founder.

The South Korean star was equally enthusiastic, stating he was “deeply honored and grateful to be part of the Fred family” in his new role. “Please look forward to the future endeavors we will bring through the partnership,” he added.

This is the first solo luxury deal for Jin, who signed a partnership with food brand Ottogi’s Jin Ramen noodle franchise before he enlisted for mandatory military service in December 2022. Prior to that, Louis Vuitton had tapped the group as brand ambassadors in 2021 under the late Virgil Abloh’s tenure as artistic director of menswear.

Jin is also expected to become a torchbearer for the 2024 Paris Olympics, according to recent South Korean media reports.

The eldest member of the hit group, the 31-year-old was the first to be discharged from duty.

Kim Seok-jin, best known as Jin from BTS, is Fred's first global ambassador

Kim Seok-jin, best known as Jin from BTS

Courtesy of Fred

Days later, he was back with the group’s fans, known as the BTS Army, taking part in a “hugathon” event attended by thousands, and celebrating the band’s 11th anniversary.

A limited-edition collaboration with outdoors specialist Kolon, featuring the Wootteo cartoon character used for one of his singles, also dropped.

In a Q&A session on Weverse, the social platform from the group’s management company, Jin said he was recording and filming variety shows, but has not shared further details or release dates. He is expected to release an album in the second half of the year.

The next member due to return to civilian life is J-Hope, with a discharge date slated for October. BTS is expected to reunite in June 2025 after Jimin, Jung Kook, RM, Suga and V complete their services.

Fred previously named singer Wonyoung Jang, who is a member of the Ive girl group, as ambassador for South Korea and had Emma Roberts as the face of its Pretty Woman jewelry line. The LVMH Moët Hennessy Louis Vuitton-owned jeweler also brought its “Fred, Jeweler Creator since 1936” retrospective to Seoul’s Alt.1 Hyundai art gallery in December. It counts 12 stand-alone points of sale in the country.



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