BTS continues to prove its influence beyond music, dominating the global fashion scene at the 2026 Spring/Summer collections held in New York, Milan, and Paris.
Each member represented top luxury brands: RM for Bottega Veneta, Jin for Gucci, Jimin for Dior, V for Celine, and Jungkook for Calvin Klein. Their collective presence created a major buzz, with the influencer platform Lefty reporting an Earned Media Value (EMV) of $39.26 million (₩56 billion) across Fashion Week events.
Jin and RM ranked 2nd and 6th among Milan Fashion Week’s top influencers, while V and Jimin placed 3rd and 10th in Paris. Jungkook alone brought in $7.44 million in EMV for Calvin Klein — nearly 30% of the brand’s total media value.
Data from Onclusive also showed Jin, RM, and Jimin among the most talked-about stars online during the shows. Earlier this year, J-Hope, representing Louis Vuitton, achieved $6.68 million in EMV at the 2025 Fall/Winter collection.
BTS’s agency stated that the group has expanded its influence beyond music into fashion and culture, solidifying their status as global trendsetters. The group is currently preparing a new album and a world tour scheduled for next spring.