Although menswear fashion week is over, on July 7, the fashion house Louis Vuitton showcased an atypical Fall-Winter 2021 show in Seoul with the members of the pop sensation BTS as runway stars. The show was broadcasted on the brand’s social media accounts, with over a million views from the septet’s dedicated fanbase, ARMY.


Traveling to Seoul 

Following the French fashion house’s “International Voyage” approach from last year, which took its Spring-Summer 2021 shows to Shanghai and Tokyo, Louis Vuitton, shipped their latest menswear collection to Seoul, the home of the House Ambassadors and global superstars, BTS.

After a first Fall-Winter 2021 presentation that took place in January, the French Maison set up an extravagant mise en scéne at the Buncheon Art Bunker B39 for a second runway. In a spin-off of the original show — titled “Ebonics/ Snake Oil/ The Black Box/ Mirror, Mirror” — the brand’s menswear artistic director, Virgil Abloh explored societal archetypes and the mind of the traveler through a special video. Directed by Jeon Go-woon and described as a “moving-image performance,” the artistic film focused on the Korean seven-member group, BTS. 



Starting with the voice narration where a pilot talks about his journey and coming across a unique skyscraper —referring to the scenery of the show— the overarching theme of movement and connectivity is evident throughout the clip. Amid the architectural background and industrial installations, RM, Suga, Jin, J-hope, Jimin, V, and Jungkook modeled looks from the brand’s menswear collection presented earlier this year.

As the septet moved across the metallic structure, several models — including Han Hyun Min — introduced 34 brand new looks comprising ready-to-wear pieces, bags, shoes, and accessories. Airplane buttons, maps patterns, plaids, and stripes adorned the garments, adding dramatic twists to traditional tailoring. 


Explaining the location selection, Abloh told WWD, “Seoul has such a unique energy and BTS embody this vibe completely.” In addition, he said, “They add their spin to the collection, make it their own and take it to new heights,” a mission that seems accomplished as Vogue called it “a clear success.”

BTS’ Fashion First 

This show marked BTS’ first runway appearance. The group had previously worn Louis Vuitton on the red carpet of the 2021 Grammys. They were then announced House Ambassadors in late April. What made this appointment unique was that the members would be serving this role as a group. RM, Jin, Suga, J-Hope, Jimin, V, and Jungkook each represent the label, exploiting their own individual style. 

A while back, Virgil Abloh hinted at upcoming plans for the fashion brand’s partnership with BTS. “I can’t wait to share all the very exciting projects we are working on,” he said. For fans who have been patiently waiting, the Men’s Fall-Winter 2021 Show in Seoul was surely the perfect way to officially kick off the promising association.

Want to catch up on recent fashion news in K-pop? Check out 10 major moments of 2021 here!

Thumbnail Courtesy of Louis Vuitton.