BTS has once again proven their unparalleled influence — this time, dominating the global fashion scene.
During the 2026 Spring/Summer fashion week season, BTS members graced major runway shows across New York, Milan, and Paris, representing some of the world's most prestigious luxury brands. RM attended Bottega Veneta, Jin appeared at Gucci, Jimin represented Dior, V joined Celine, and Jungkook shined as a Calvin Klein global ambassador.
The Power of Influence
According to influencer marketing platform Lefty, BTS generated a combined $39.26 million (approximately ₩56 billion) in earned media value (EMV) throughout the fashion week period.
The EMV metric measures social media reach, engagement, and brand exposure to quantify an individual's promotional impact. BTS's results confirm their unmatched ability to drive global buzz across industries.
Jin and RM ranked 2nd and 6th respectively among top influencers at Milan Fashion Week, while V and Jimin placed 3rd and 10th on the Paris Fashion Week list.
Jungkook alone created an estimated $7.44 million (₩10.6 billion) in EMV from his Calvin Klein appearance — accounting for 30% of the brand's total media value during the event.
Global Attention Across All Platforms
Data from media analytics firm Onclusive reinforced their dominance, showing Jin, RM, and Jimin among the most-mentioned personalities on social media during fashion week.
Earlier in January, J-Hope attended Louis Vuitton's 2025 Fall/Winter collection as a brand ambassador, generating $6.68 million (₩9.5 billion) in media value — further extending the "BTS effect" into the fashion sphere.
A representative from BIGHIT MUSIC stated, "BTS's impact now goes far beyond music. They've established themselves as global trendsetters across fashion and culture."
BTS is currently preparing for a group comeback next spring, alongside a major world tour, signaling another landmark chapter in their global journey.
(Cultural context: The term "BTS Effect" is often used in marketing and fashion to describe the group's measurable influence on brand visibility and sales — with luxury houses consistently experiencing massive spikes in engagement whenever BTS members appear at their shows.)
