BTS covered the 2026 Spring/Summer Fashion Weeks in major fashion capitals such as New York, Milan and Paris. The members appeared one after another as brand ambassadors for the world's leading fashion houses: RM for Bottega Veneta, Jin for Gucci, Jimin for Dior, V for Celine and Jungkook for Calvin Klein.
According to a report from influencer marketing platform lefty, the group has generated an media value of up to 39.26 million USD (equivalent to about 56 billion won) in revenue (EMV) alone during fashion events. EMV measures the spread and impact of individuals or brands on social media, converted into economic value.
In particular, Jungkook made an outstanding contribution when his appearance alone at Calvin Klein's show brought in 7.44 million USD EMV, accounting for 30% of the brand's total media value. Jin and RM ranked 2nd and 6th respectively in the list of " top influential people" at Milan Fashion Week; while V and Jimin ranked 3rd and 10th in Paris.
According to data from Onclusive, Jin, RM and Jimin were also among the most mentioned groups of individuals on social media during the event. Previously, J-Hope, a Louis Vuitton ambassador, earned 6.68 million USD EMV when attending the 2025 Autumn/Winter taxes.
The management company representative said: BTS has expanded its influence beyond music, becoming an icon of global fashion and culture. The group is currently in the process of completing a new album, expected to be released in the spring of 2026, along with a large-scale world tour.
