Another day another campaign slay, as K-pop icon J-Hope gets his debut as the face of Louis Vuitton’s latest campaign – and tbh, it’s kind of about time. The rapper, dancer, and BTS member was snapped up as a house ambassador back in February 2022 and has since been spotted sitting front row at a bunch of Vuitton shows.

With the campaign dedicated to the house’s signature Keepall – a massive weekend bag which largely does what it says on the tin – J-Hope is captured in a rose pink asymmetric jacket and matching trouser flinging the style around a stark white studio.

K-pop and South Korean stars are increasingly taking over the catwalk, front rows, and campaigns of some of the world’s biggest fashion houses. Just last month, Vuitton itself headed for Seoul, where it enlisted Squid Game director Hwang Dong-hyuk to create a backdrop for its latest cruise show, and enlisted one of the show’s lead actors, HoYeon Jung to take a turn on the runway as she opened the event. Beyond Vuitton, BlackPink’s members have all scored deals with the likes of Chanel, Dior, and Celine.

In other big Vuitton news, the SS24 men’s season officially kicked off in Florence today, meaning we’re edging perilously close to Pharrell Williams’ first outing at the helm of the house during Paris Fashion Week. Obviously, we’ll be bringing you coverage of that from the frontline, so keep your eyes on Dazed next week.