Gucci Sees 196% EMV Surge as BTS’ Jin Generates Excitement at Milan Fashion Week 2024

BTS’ Jin made a significant impact at the Gucci 2025 Spring/Summer Women’s Fashion Show, which took place during Milan Fashion Week 2024. Recently, he secured an impressive third position on The Top Influencers of Milan Fashion Week Womenswear SS25 list, published by Lefty, a renowned French influencer marketing platform, on Friday, September 27.

In this report, Lefty not only highlighted the top influencers of this season’s biannual event but also ranked premium fashion labels under the title The Top Brands of Milan Fashion Week SS25. Among various contenders, the Italian luxury brand Gucci achieved the second spot, demonstrating a remarkable 196% increase in EMV (Earned Media Value) compared to the previous season.

The brand’s success is reportedly attributed to its recent collaboration with Kim Seok-jin, aka BTS’ Jin, who was introduced as the new Global Brand Ambassador on August 7 this year. His presence at Milan Fashion Week generated a staggering $7.89 million EMV with a 16% engagement rate from a single Instagram post.

Thus, Jin secured third place on the Top Influencers of Milan Fashion Week Womenswear SS25 list, coming in behind ENHYPEN at number 1 and aespa’s Karina at number 2.

According to a September 26 article from STAR NEWS, Paris Match reported that the audience at the Gucci fashion show in Milan on September 20 was captivated by Jin, attending his first fashion show as the luxury house’s global ambassador.

BTS’ Jin’s Successful Debut at Gucci 2025 Spring/Summer Women’s Fashion Show as the Brand’s New Global Ambassador

Milan Fashion Week 2024, held from September 17 to September 23, 2024, showcased a multitude of K-pop celebrities gracing the shows held by leading fashion houses for the Spring/Summer 2025 collections.

Notable K-pop names attending included aespa’s Karina and NCT’s Jaehyun for Prada, I.N of Stray Kids for Bottega Veneta, TWICE’s Momo for Onitsuka Tiger, and Jin of BTS for Gucci, among others. A diverse array of international talents also gathered throughout Milan Fashion Week 2024.

Per STAR NEWS on September 26, Paris Match noted that despite the event featuring globally renowned figures, a significant number of fans turned up to support BTS’ eldest member, indicating that Gucci made the right choice based on attendance for his appearance at the fashion event.

Journalist Alessandro Argentieri from Marie Claire Italia recognized Jin’s fan following by posting a reel on his official Instagram that showcased a starstruck crowd cheering for the Moon singer. Argentieri remarked:

“#jinbts This reel is dedicated to all fans who yesterday have been waiting for #jin #jinofbts at the #gucci show. Yes, he’s a really charismatic and charming person. You can see how he hugs #sabatodesarno at the backstage #gucci #gucciss25 #mfw #triennalemilano”

Moreover, according to user @JINUSASUPPORTGP on X, Paris Match dubbed Jin “The Darling of Europe”and nicknamed him “The Little Prince of Paris,”as he was appointed the first ambassador of the prestigious Paris-based jewelry brand FRED on July 8.

Jin’s widespread fame was underscored when the analytics platform Sprinklr revealed data indicating he was the most-mentioned celebrity during this round of Milan Fashion Week, with Gucci also being the most-mentioned designer.

The BTS member, known for his sociable nature, was seen conversing with Italian tennis player Jannik Sinner at the Gucci show. He was photographed not only alongside Sinner but also sitting next to actress Dakota Johnson in the front row, both exchanging warm greetings at the venue. Also seated with him was François-Henri Pinault, the owner of Gucci’s parent company, Kering.

Other notable attendees that Jin interacted with included Gucci’s Creative Director Sabato de Sarno, Yves Saint Laurent CEO Francesca Bellettini, actress Kirsten Dunst, actor Kingsley Ben-Adir, model Chloe Oh, and actor Gulf Kanawut, among many others.

Fashion enthusiasts were further captivated by Jin’s outfit, which featured an iridescent knitted sweater, brown trousers, and exquisite silver jewelry at the Gucci SS25 Women’s Fashion Show.

In related news, on September 27, the Korean premium skincare brand Laneige appointed BTS’ Jin as their new Global Ambassador.

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