BTS's J-Hope stars in his first campaign as a solo Louis Vuitton ambassador, rocking his dance moves in the new LV Keepall bag campaign. Louis Vuitton, in their Keepall campaign announcement, described BTS as "21st-century pop icons," while emphasizing J-Hope's unique appeal.

The World of K-Pop and BTS

BTS fans know well how J-Hope has perfected his movement skills over the 10 years that he's been a part of the global singing sensation group. There are multiple reasons behind BTS success including the band’s multi-lingual music for a wider audience. They also sing in Japanese and English.

In making J-Hope a Louis Vuitton ambassador, the world’s largest and most important fashion luxury brand is connecting to this wider international audience.

In 2020, BTS dropped their first English-language single, "Dynamite”, a smashing success that created an international breakthrough for the group. Artists who have collaborated with BTS include Nicki Minaj, Megan Thee Stallion, Coldplay, Troye Sivan and Ed Sheeran.

BTS Prioritizes Human Rights and Anti-Racism Efforts

BTS has always insisted that it’s not being political when it engages in support for human rights and anti-racism efforts.

On June 5, 2020 racial justice organization Black Lives Matter confirmed it had received a $1 million donation from South Korean pop group BTS and its record label, Big Hit Entertainment. Shortly after the news became public, BTS fans organized an online campaign to match the donation under the hashtag #MatchAMillion. They exceeded their goal in just 25 hours.

Called an ARMY, the BTS fan base constantly trolls white supremacists online. It was K-pop fans and BTS supporters who joined forces with Tik Tokers, making then President Trump furious by falsely reserving tickets to a Trump rally in Tulsa, Oklahoma, in late June 2020. They totally sabotaged the event with empty seats.

BTS Group on Hiatus

The original BTS partnership launched in April 2021 has expired and the band is on hiatus, as they focus on solo projects and completing their mandatory military service in the South Korean military. The BTS pause hasn’t stopped BTS from celebrating their 10th anniversary with a new track called “Take Two”.

J-Hope began his military training on April 18, 2023, as the second BTS member to do so.

Posted on J-Hope's IG, is this new purple heart with over 5m likes.

BTS’s Jin started his compulsory military service in December 2022, as the oldest member of BTS to begin the 18-21 month obligatory civic responsibility.

Known as the best dancer in BTS, Vuitton calls J-Hope’s Keepall “an extension of his shifting form”.

This attention to psychological detail fuses a oneness between the talent and potential buyer of the Louis Vuitton Keepall bag.

The Louis Vuitton Keepall Revolutionized How Modern People Carried Their Belongings

In a long list of Louis Vuitton success stories, the Keepall bag has emerged as an emblem of modern yet timeless elegance and travel sophistication.

Back in 1930, as international travel began to flourish, the need for a spacious, durable travel companion became apparent. In response to this demand, Louis Vuitton introduced the Keepall, a groundbreaking design that revolutionized the way people carried their belongings.

Crafted from Vuitton's signature coated canvas, the Keepall embraced innovation with its lightweight construction and durability—perfect for jet-setters of the era.

Members of 1930s cafe society constantly interacted with artists of all mediums, and J-Hope’s Louis Vuitton Keepall campaign projects a subdued but very hip elegance.

Shown in a elegant palette [see the options] of classic colors paired against refined shades of LV gray, charcoal, and merlot suits, LV Menswear possesses a sophisticated but not stuffy verve.

In 2023 the LV Keepall Is Calling to Winners Who Celebrate Lives of Purpose

Like so many marketing decisions made by Louis Vuitton, selling status is not the top priority. Or shall we say that status is redefined, in a world obsessed with social pecking orders?

Especially in the Vuitton Men’s collections under Virgil Abloh, and now Pharrell Williams, uniting Vuitton lovers as people with progressive values is the top priority, rather than financial status-ranking or family heritage.

This brand DNA ‘risk’ makes Louis Vuitton Mens the one to watch. It’s a group of “winners” who haven’t left their communities behind. These “winners” also support each others communities. So it is a fraternity with women members — and goddess knows women love the Keepall. Yet it’s not “restricted”, if you know what I mean.

We’re about to get an eyeful in Paris on Tuesday night with the Pharrell Williams debut and Rihanna as his muse.

Yours truly has the 2024 Olympics on her mind — the 100th anniversary of the 1924 Olympics, memorialized in the 1981 movie “Chariots of Fire.”

At its core, “Chariots of Fire” explored the intricate relationship between personal identity and societal expectations, and it remains an important movie in my life.

Eric Liddell, a devout Christian, and Harold Abrahams, a Jewish student at Cambridge University, confront prejudice and discrimination in their respective journeys. They are both committed to using sports — and specifically running — for a higher purpose that is also part of their individuality.

Let’s see how this next chapter with Pharrell Williams and Pietro Beccari, Louis Vuitton’s new Chairman and CEO evolves. ~ Anne

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