BTS has once again demonstrated its dominance in global pop culture — this time not on stage, but on the world’s most glamorous runways.
The group generated an estimated 56 billion won ($39.3 million) in earned media value during the 2026 S/S fashion week season, according to influencer marketing platform Lefty. The report analyzed global engagement and brand exposure across New York, Milan and Paris fashion weeks from September to October, where BTS members attended as ambassadors for major luxury brands.
RM appeared at Bottega Veneta, Jin at Gucci, Jimin at Dior, V at Celine and Jungkook at Calvin Klein — each drawing intense attention from the fashion industry and international media.
Lefty’s data showed that the members collectively ranked among the top global influencers of the season, with Jin and RM placing second and sixth, respectively, in Milan, while V and Jimin ranked third and 10th in Paris. Jungkook alone generated $7.44 million (10.6 billion won) in media value from his appearance at the Calvin Klein show — accounting for 30 percent of the brand’s total earned media value for the event.
Global PR analytics firm Onclusive reported similar results, noting that Jin and RM were the two most-mentioned figures on social media during Milan Fashion Week. Jin alone captured 37.5 percent of total online mentions, while Jimin ranked second in Paris with 17.06 percent.
Earlier in January, J-Hope achieved first place among “top influencers” at the Louis Vuitton 2025 A/W men’s collection show, generating $6.68 million (9.5 billion won) in media value. His post accounted for nearly a quarter of the brand’s total earned media value.
The figures reaffirm the K-pop group’s unmatched presence in global fashion, proving their influence extends far beyond music. Luxury houses continue to court members of BTS as cultural icons who bridge pop, luxury and digital virality — shaping trends that define a generation.
Meanwhile, BTS is preparing for a group comeback in spring 2026, with plans for a new album and a major world tour marking their full return.
