Cartier Taps BTS’ Kim Taehyung, Aka V, as Global Brand Ambassador

July 21, 2023
2 mins read
Cartier x BTS Kim Taehyung V

A shimmering synergy of global glamour, exquisite craftsmanship, and resonant symbolism is about to unfold in the dazzling world of high fashion as Cartier, the legendary French Maison, introduces its freshest face: K-pop luminary, Kim Taehyung.

Fashion and music have shared a catwalk for decades, influencing, empowering, and challenging each other in an unending dance of creativity. Today, that dance evolves as Cartier unveils K-pop sensation Kim Taehyung, renowned as V of BTS, as its global brand ambassador. This symbiotic alliance, a marriage of opulence and rhythm, will act as the prism for the launch of Cartier’s resplendent Panthère line.

Imagine Taehyung, resplendent in his scarlet suit jacket, his persona adorned by a sculptural diamond ring, a tête-à-tête panther bracelet, the bewitching Révélation d’une Panthère watch, and an elaborate Panthère de Cartier necklace that drips with white gold, diamonds, onyx, and emeralds. A spectacle truly worthy of a grandeur such as Cartier.

Arnaud Carrez, Cartier’s senior vice president and chief marketing officer, elucidated why their gaze fell on V. “He embodies the magnetism and aura of the panther, with a look and strength of character that matches the panther’s allure. His elegance and style are uniquely his own, and his creative spirit is evident in all his endeavors as a dancer, musician, and art lover,” Carrez explained.


With his mesmerizing gaze, V not only mirrors the panther’s magnetic charisma but also mirrors its determined trajectory. This creative dynamo magnetizes an entire generation, not only as a member of the globally beloved group BTS but also as a soloist, a testament to his unique voice, sense of choreography, and fashion sense.

This intriguing news comes as Cartier’s parent company, Richemont, reported burgeoning growth in mainland China, Hong Kong, and Macau, contrasting the slight dip in the Americas. It seems the dazzling allure of Cartier’s panther is leading the brand into a promising new era.

Cartier x BTS Kim Taehyung V

Kim’s trajectory is a testament to the popularity of K-pop, marking a new age in brand ambassadorship. Since announcing a hiatus in 2022, BTS members have become influential figures in fashion, partnering with various leading brands. Kim, for instance, already has a massive following as a global ambassador for Celine, captivating hordes of fans outside the brand’s Paris Fashion Week shows.

This trend reflects the potent influence of K-pop stars in the fashion world. The sensational recruitment of NCT’s Taeyong by Loewe, as a global brand ambassador, skyrocketed the brand to the top spot on Lyst Index’s hottest brands ranking.

Kim Taehyung’s induction into the Cartier family follows fellow K-pop star Jisoo of Blackpink, who brought her own magnetic charm to the brand in May 2022. This symbolizes an extraordinary moment where music, fashion, and personal charisma converge in a glittering spectacle of style and culture. Cartier’s embrace of K-pop represents more than a new marketing strategy—it signals a new epoch in the interaction of global culture, entertainment, and high fashion.

The Panther has indeed found its embodiment in V, and with this grand association, Cartier is set to redefine the boundaries of fashion and glamour, stepping into a vibrant and thrilling age where music and style play in symphony. A new fashion epoch emerges from the shadows, resplendent in the glow of Cartier’s panther and the charisma of BTS’s V.

Click on this link to read this article in French version

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