Jin takes over Milan Fashion Week—Gucci ambassador causes global frenzy

Jin dominates 'Gucci 2025 Fall/Winter Fashion Show', proving his status as a global superstar and fashion Icon.

BTS’ Jin, the global ambassador for Gucci, captivated the world with his unparalleled visuals and refined presenceat the Gucci 2025 Fall/Winter Fashion Show. Departing from Incheon International Airport on February 23, Jin arrived in Milan, Italy, where he attended the prestigious fashion event on February 25 (KST). His striking appearance and effortless elegance immediately garnered global attention.

The overwhelming crowd that gathered in Milan to catch a glimpse of Jin was a testament to his immense popularity. Photographer Lim Jae Hyun shared a video on Instagram with the caption:

“Kim Seokjin(Jin's real name)’s arrival at the Gucci show caused a Milan paralysis.”


Jin’s presence dominated global search trends. According to Google Trends, he was the most searched topic related to Milan Fashion Week 2025 worldwide, particularly in the United States. Additionally, Gucci’s most discussed topic in recent weeks was none other than Jin, solidifying his impact in the fashion world.

Leading international fashion publications, including the renowned WWD (Women’s Wear Daily), covered Jin’s attendance at the Gucci show with high anticipation. MTV US posted a photo of Jin with the caption:

“We were crying while working because of how beautiful Jin looked at Milan Fashion Week.”

Similarly, MTV UK shared an image of Jin with a caption praising his stunning presence at the Gucci show, accompanied by flaming emojis symbolizing his red-hot influence.

Jin’s flawless appearance inside the dimly lit Gucci show venue became another viral moment. Fans worldwide marveled at his sculpted visuals, with many describing him as a walking masterpiece.

Jin’s impact on Gucci’s sales is undeniable. Since being announced as a global ambassador in August 2023, his influence has led to immediate sell-outs across Korea, the US, and Japan. Following his departure to Milan, the $3,500 Gucci jacket and $3,100 trousers he wore instantly sold out in the US, with Gucci’s official website even experiencing a surge in traffic, temporarily causing server issues.

With a single appearance, Jin once again demonstrated his unrivaled influence as a global superstar and fashion icon, reinforcing his undisputed dominance in both the entertainment and luxury fashion industries.

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