They say diamonds are a girl’s best friends but who are diamonds’ best friends? Looking at trend reports and market analytics, K-pop idols seem to hold that position. The love affair of K-pop stars and luxury isn’t a new bloom; a collaboration between the two gigantic industries has been on the horizon, and they did not disappoint. Brands like Fred, Bvlgari, Cartier, and Tiffany & Co. have tapped into the global appeal of K-Pop stars, having some of the biggest names as their brand ambassadors and house friends.
This partnership not only boosts brand visibility but also connects with younger, trend-conscious buyers worldwide. Stars from groups like BTS and BLACKPINK have been particularly influential, seamlessly adding luxury jewellery into their look books be it getting clicked at airports or doing a public appearance, setting trends that resonate globally. This crossover celebrates K-Pop’s growing impact in the fashion and luxury sectors, cementing idols as new tastemakers in the industry.
If you are new to the K-pop phenomena in the jewellery space, scroll down to know some of the popular maison faces.
Jin: FRED
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Jin has recently finished his military services and is now back to work in full force. Given the fact that he is part of one the biggest K-pop groups on the planet right now, everyone saw a luxury collaboration coming. On July 8, Fred Jewellery announced Jin as its new Global Brand Ambassador.
In an Instagram post, the French house wrote, “Maison FRED is pleased to announce its new Global Brand Ambassador: Jin of 21st-century pop icons BTS. Both considerate and committed, with a perpetual smile and a great sense of humour, the eternal lover of life perfectly embodies the spirit of Maison FRED. His collaboration with The Sunshine Jeweller promises to shine with a unique sparkle.”
V, Jisoo and Jackson: Cartier
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Cartier didn’t only manage to bag one but three biggest K-pop stars at the moment. In September 2020, BLACKPINK’s Jisoo was appointed as the main model of Cartier’s Pasha de Cartier. And in 2022, Cartier announced her as their global brand ambassador, joining the brand’s family which was later joined by Got7 star Jackson Wang in 2021.
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One of the the most impactful collaboration on the list. On July 19 2023, French luxury jewellery house announced BTS singer V (Taehyung) as its newest global brand ambassador. And as soon as the brand dropped V’s campaign wearing Cartier’s iconic Panthère de Cartier necklace, made of white gold, diamonds, onyx, and emeralds, it got sold out within minutes while crashing the website.
Rosé and Jimin: Tiffany & Co.
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Giving Cartier a tough competition, we have Tiffany & Co. which has two of the most popular names as its ambassadors. On April 21, 2021, American label onboarded BLACKPINK star Rosé who made her campaign debut with the Tiffany HardWear digital campaign. The streak followed in March 2023, when the brand bagged BTS’ Jimin as its newest global ambassador. Jimin is popularly hailed as the ‘IT’ boy by the fans and is known for his chic style and worldwide influence.
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Lisa: Bvlgari
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On July 24, Bvlgari announced its association with Lisa stating, “We chose Lisa to be our official brand ambassador because we believe her bold and unrivalled performances and her modern and trendy image as a fashion icon go well with our brand identity.” Over the past year, we have seen the star donning some of the most iconic pieces from the house. Recently she has launched a limited edition watch collection with the maison.
Cha Eun Woo: Chaumet
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Cha Eun Woo became a brand ambassador for the French jeweller in 2022. The K-pop star has fronted several Chaumet campaigns and has made public appearances in brand pieces be it donning their brooches or rings.
Also, read: K-Pop Idols Takeover Luxury Fashion Maisons
