Tiffany & Co. revealed that K-pop star Jimin will be the brand's new ambassador.
The BTS singer, whose full name is Park Ji-min, will appear in his first campaign for the brand this spring, the jeweler said. The announcement was accompanied by a photo of a shirtless Jimin wearing a black suit and a collection of Tiffany & Co. 'Lock' bracelets.
He becomes the second K-pop star to sign a deal with Tiffany & Co. in the last years. Blackpink's Rosé became a brand ambassador in 2021.
Luxury brands are increasingly looking to harness the power of K-pop. Last month, Blackpink star Jisoo was unveiled as the face of Cartier.
Jimin will release a new solo album, "Face," this month. BTS has been on hiatus since last year as the group's members are serving or preparing to serve their mandatory military service.
