BTS Jin Dominates Milan Fashion Week 2025: Gucci Ambassador Generates $9.7M Media Value
BTS member Jin proved his fashion influence at Milan Fashion Week in September 2025, topping influencer rankings with $9.7 million in media value as Gucci's global brand ambassador.
Record-Breaking Third Appearance
Jin attended Gucci's Spring/Summer 2026 "The Tiger" premiere on September 23, 2025, at Palazzo Mezzanotte in Milan. Wearing a classic white button-down shirt with an unbuttoned neckline paired with tailored black trousers, the K-pop star sparked immediate viral reactions across social media platforms.
According to analytics data, Jin generated over one million posts on X (formerly Twitter) within 24 hours and ranked #1 as the most mentioned influencer at Milan Fashion Week. His two Instagram posts from the event produced $9.7 million in Earned Media Value, surpassing his previous $7.89 million record from September 2024.
International Best-Dressed Recognition
Multiple fashion publications highlighted Jin's appearance. Paris Match featured him prominently, noting his "prince-like charm with an open shirt" that captivated audiences. The unbuttoned styling choice was particularly noteworthy for Jin, who typically favors more conservative fashion, generating enthusiastic fan responses.
Grazia Singapore included Jin among Milan Fashion Week's best-dressed celebrities, while Soap Central and Socialite Life also recognized his fashion impact. MTV US posted: "We were crying while working because of how beautiful Jin looked at Milan Fashion Week."
Growing Fashion Ambassador Portfolio
Jin became Gucci's global brand ambassador in August 2024, three months after completing his mandatory military service. This September 2025 appearance marked his third event for the brand, following his debut at the Spring/Summer 2025 show in September 2024 and the Fall/Winter 2025 show in February 2025.
Each appearance has sparked sellout demand for featured items. Following his September 2025 departure, the $3,500 Gucci jacket and $3,100 trousers he wore at the airport sold out immediately, temporarily causing server issues on Gucci's official website.
Commercial Impact Beyond Fashion
Jin's influence extends across multiple sectors. Beyond Gucci, he serves as ambassador for Fred Jewelry (becoming their first global ambassador), Alo Yoga, Laneige skincare, Ottogi Jin Ramen, Dongwon Tuna, Dolby Atmos, and Lucido-L by Mandom Corporation.
His Lucido-L endorsement, announced in September 2025, caused Mandom's stock to reach a 52-week high, rising more than 78% over the year. Jin and Gucci emerged as the #1 related topic on Google Trends Worldwide during Milan Fashion Week.
The K-pop star's consistent ability to drive commercial success while maintaining fashion credibility demonstrates the powerful intersection of music, celebrity influence, and luxury fashion in 2025.
