On August 25, 2024, Naver reported that BTS's Jin achieved a significant milestone on Gucci's social media platforms, shattering records for the most-liked post in the brand's history.
Gucci, the renowned luxury fashion house, had previously introduced Jin as their global ambassador on August 8, 2024.
The partnership sparked an unprecedented level of engagement across Gucci's online channels.
Jin's debut post as the brand's global ambassador quickly surpassed the previous record held by American model and television personality, Kendall Jenner, becoming the most-liked post in Gucci's social media history.
The Instagram post featuring Jin amassed over 3.5 million likes and garnered more than 40,000 comments, making it the brand’s most interacted post to date.
Within just six hours, the post collected 1.7 million likes, surpassing Jenner's record of 1.6 million.
Meanwhile, Gucci's announcement on their official X account also saw remarkable engagement, with the post garnering an impressive 112,000 likes, overtaking the previous high of 111,000 likes set by English singer Harry Styles.
On August 8, Gucci's Creative Director, Sabato De Sarno, expressed his excitement on Instagram, welcoming Jin as the global ambassador for the brand, stating: "I am very excited to welcome Jin as Global Brand Ambassador.
His warm and kind personality is truly magnetic, and his style is simply unique. He is a generous and extraordinary artist who is able to move people with his music, which makes us even more honored to share this journey with him."
All posts related to Jin as Gucci's global ambassador secured positions among the top 20 most-liked posts in the brand's Instagram history, with the artist's announcement post claiming the number one spot.
Following the announcement, Gucci's Japanese website temporarily crashed due to the overwhelming influx of fans.
Jin's influence extended beyond social media. When images of him wearing Gucci products were featured on Harper's BAZAAR's official Instagram, the men's marina chain necklace he wore, priced at 2.16 million won, sold out swiftly in both the U.S. and Japan.
Similarly, other items like the G motif earring, viscose jersey sweatshirt, and black backpack sold out quickly at Gucci's Tokyo store.
Additionally, the September issue of Harper's BAZAAR, featuring Jin on the cover, dominated the top three spots on best-seller lists across major online stores like Aladdin and Yes24 as soon as pre-orders began.
In another high-profile collaboration, Jin was named the global ambassador for the French jewelry brand FRED shortly after his military discharge.
This partnership led to a rapid sell-out of the necklace, bracelet, and earrings he wore, causing FRED's official website to temporarily crash, similar to the situation with Gucci's site.
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