Jungkook has recently become the new global ambαѕѕador for Chanel Fragrance & Beauty. This means that after Calvin Klein, Chanel is the second brand to receive a nod of approval from the global superstar. This partnership between the French luxury house and the Golden Maknae has sent ѕнσ¢кwaves through fans worldwide.
Meanwhile, in an interview with ELLE, Jungkook shared his thoughts on collaborating with Chanel Beauty, saying: “I like Bleu de Chanel. It doesn’t represent a masculinity that feels forced or overly styled, but instead expresses you as you are. It’s a fragrance that naturally reveals its presence without trying too hard, which is why I enjoy using it.”
Jungkook’s remarks also reflect a defining characteristic of his personality: he is extremely selective when it comes to brand collaborations and holds very firm personal principles. His core criterion for choosing to work with a brand is that he must genuinely like it, truly want to collaborate with it, and—most importantly—be sincerely satisfied with the product as a consumer.
Monica Kim, a former Vogue editor, once revealed: “During my time consulting for the fashion industry, I knew of at least three top fashion houses that made every effort to get him but were all turned down,” when discussing Jungkook in her book 'The Meaning of Jungkook: The Triumph of BTS and the Making of a Global Superstar'.
While Chanel and Calvin Klein are, to date, the only two brands that have succeeded in this pursuit, fans have put forward numerous speculations about the three fashion houses that failed to persuade the Golden Maknae. One of them, fans believe, has now been almost definitively identified: Prada.
Specifically, several social media posts drew significant attention after resharing videos and images of Jungkook wearing a full black Prada outfit at the airport in November 2023. At the time, when a fan complimented him by saying, “Jungkook, your clothes are so pretty today,” the idol replied frankly, “It’s sponsored!”
Taking this together with Monica Kim’s remarks, fans speculate that Prada’s sponsorship—limited to dressing Jungkook head to toe for a brief airport appearance—was the result of a major failed negotiation. Unable to secure him as a global ambαѕѕador, the brand may have settled for even a fleeting, sponsored moment as some form of consolation.
ARMYs reacted with both laughter and sympathy toward Prada for its persistent pursuit of Jungkook. At the same time, they expressed amazement at the Golden Maknae’s formidable influence and brand value. One fan wrote: "The way brands must be lining up waiting for Jungkook to return to try and get him to sign with them, everyone knows his power".
Others also commented: "The brands must be lining up waiting for Jungkook to get him to sign with them but this man isn’t easy to get" or "For Jungkook, if it doesn’t feel like the right fit, then no matter how much money is on the table, it only goes as far as wearing a sponsored outfit for fun. A single minute at the airport can be more valuable than a long-term campaign. The Prada situation makes the level of his personal brand unmistakably clear."
Meanwhile, although Chanel proved more fortunate than Prada, members of the Chanel team have revealed that negotiations with Jungkook were far from easy and that they had pursued him for an entire year. Hyunju Lee, Senior PR Professional for CHANEL кσяєα Beauty & Fragrance, who followed Jungkook on Instagram immediately after the official announcement, shared her emotions: “Long journey. Months of work. Countless hurdles. We made it. Big milestone. Big love to my team,” and “Today is a day I won’t forget, for many different reasons.”
Kristine Kim, Senior PR Manager in Chanel’s Fragrance & Beauty division, also posted a similar message shortly after the global ambαѕѕador news spread widely: “An incredible piece of news that we prepared for nearly a year. It’s been such a long journey.”
Meanwhile, Thomas du Pré de Saint Maur, Head of Global Creative Resources for Chanel Fragrance & Beauty, revealed that he had admired Jungkook for seven years, stating: “For several years I have admired his incredible talent, his musical career, his unique commitment to self-expression, as well as his bold creative choices.”
Jungkook is clearly not the kind of global ambαѕѕador who can be “bought” with money alone. His history of turning down major brands demonstrates a steadfast determination to collaborate only with labels that perfectly align with his personal style. For him, becoming an ambαѕѕador is not merely a commercial contract, but a meeting of shared spirit, aesthetics, and long-term values. And that is precisely what major brands seek most in a brand representative—making him more sought-after in the advertising market than almost anyone else.
