Over the past three years, as the BTS members have shifted toward individual activities, they have also begun collaborating with numerous globally renowned brands. The seven members previously stunned fans by landing seven major ambαѕѕador deals with various high-end fashion houses. During fashion week seasons, the members practically took turns dominating social media with their presence in the fashion scene.

The individual star power and brand value of BTS members are undeniably irresistible. This is why luxury brands are always eager to secure their signatures for ambαѕѕador contracts at any cost. Naturally, revenue and brand visibility multiply when a BTS member becomes a brand representative.

This explains why most BTS members are currently ambαѕѕadors for at least two major brands. V and Jin, for instance, are even taking over the advertising market with around six to seven deals across various industries. However, one interesting exception remains: the Golden Maknae, Jungkook, has so far signed only one global ambαѕѕadorship — with Calvin Klein.

Given Jungkook’s image and brand value, one single partnership seems almost wasteful. Fans have therefore continued to hope that more major brands would eventually win him over. And it appears that recently, one luxury powerhouse may have just succeeded. Fans now believe they should prepare for Jungkook’s next global ambαѕѕadorship announcement.

Around noon on the 11th (KST), fans discovered an article titled “BTS Jungkook is Chanel Beauty’s new global ambαѕѕador” published on the website of Allure, a well-known U.S. magazine, accompanied by two new portrait photos of the “new face of the French luxury house.”

These two photos of Jungkook were completely new and previously unseen, causing fans to burst with excitement. Meanwhile, Allure — a Condé Nast publication alongside Vogue and GQ — is known for being quick, authoritative, and often described as a leading source for global fashion and beauty news. These factors further convinced fans that Jungkook had indeed signed with Chanel.

But notably, just a few minutes after the article went live and began attracting attention, Allure removed it from the homepage — seemingly having acted too hastily before Chanel intended to make the news public. Although Allure reacted promptly, ARMY’s eagle eyes were even quicker, capturing screenshots before the article disappeared. Fans couldn’t help but laugh at the magazine’s attempt to cover up the slip.

On the other hand, fans believe the announcement of Jungkook becoming Chanel Beauty’s ambαѕѕador is imminent, as there have already been subtle hints. They also recalled that not long ago, during an interview with Vogue to promote Are You Sure 2, Jungkook had seemingly hinted at it when he revealed his favorite Bleu de Chanel perfume from his bag. Fans speculate that this iconic fragrance may have been one of the reasons Chanel finally won over the BTS superstar — who is famously selective with ambαѕѕador deals.

Monica Kim, former editor at Vogue, once revealed that “at least three top fashion houses fought hard to get him, but were turned away.” Jungkook has explained that his primary criteria for brand partnerships are genuine liking, long-term personal experience, and an authentic desire to work with the brand. He doesn’t simply focus on the prestige; he seeks a true alignment between himself and the brand and evaluates it from multiple angles — especially from the perspective of an ordinary consumer.

Fans predict that Chanel will see remarkable growth next year after adding Jungkook as the global ambαѕѕador for its Beauty division. Social media is now buzzing with discussions about the topic:

- Ohoooo... Chanel chose the right person. OMG, so surprising

- When they reveal him as an ambαѕѕador and he uploads a TikTok dancing to Tyla’s ‘Chanel

- i highly doubt this is true. It would be very random since he’s literally always decked out in balenciaga head to toe … would be the biggest fumble ever ?

- dude... i just bought a bunch of chanel stuff earlier this month T.T

- He's pretty enough for that, Allure was apparently too excited to wait for posting it. So funny, I can't

- Face card so insane that not even chanel could resist it

- As a Chanel lover for years, let’s fcking go!!!!!!

- if this is true, i basically manifested it by imagining jungkook doing the chanel challenge

- Jungkook's career plan continues, a true visionary genius

- Read that out loud "beauty" ambαѕѕador obviously God has carved him not made him

- JUNGKOOK AND CHANEL . new pictures and video and advertisements soon

- Don’t let me scream about crumbs but that’s exactly what I will be doing if this is true