Chanel has named BTS’ youngest member, Jungkook, as its new Global Ambassador for Fragrances and Beauty. The announcement was made on December 11, 2025 and marks a major collaboration between the iconic luxury brand and the global pop star.
Chanel stated that Jungkook’s “bold and creative spirit” aligns with the direction of Chanel Beauty. The brand released a black-and-white portrait of him to mark the beginning of the partnership.
Thomas du Pré de Saint Maur, Head of Global Creative Resources for Chanel’s Fragrance and Beauty division, said the company is “thrilled to welcome Jungkook.” Thomas emphasized that the K-pop star perfectly “embodies the essence and values that the House of Chanel represents.”
Jungkook also expressed his appreciation for the collaboration. He described Chanel as a “pioneering House that cherishes its timeless heritage while constantly reinventing itself with modernity.” As an artist who aims to maintain his own style while exploring new challenges, he said the collaboration felt “especially meaningful.”
Many see this collaboration as a smart move by Chanel. By choosing Jungkook, a global star with a massive following, the brand strengthens its connection with younger audiences around the world. Notably, another K-pop star and BLACKPINK member, Jennie is a longtime Chanel ambassador.
His impact as an ambassador is already well known. His campaigns with Calvin Klein led to sell-outs, and when he attended New York Fashion Week 2025 for the brand, he dominated online conversations.
The partnership also gained attention because of Jungkook’s modern and tattooed image, which differs from Chanel’s traditionally classic aesthetic. The official announcement photo, which showed his tattoos, became part of that debate. In an interview with Vogue Japan just days before the announcement, the “Seven” singer casually revealed that his favorite fragrance is Bleu de Chanel.
Jungkook now holds major ambassador roles with two major global brands: Chanel Beauty and Calvin Klein. He continues his long-running ambassadorship with Calvin Klein for jeans and underwear, which began in 2023, and now joins Chanel Beauty.
His appointment comes as he resumes public activities after completing military service and prepares for BTS’s upcoming group comeback.
