'Gucci's Face' BTS Jin Sparks Sellout Chaos in Gucci Primavera Campaign Jacket

*This content was translated by AI.

As BTS's Jin drives global popularity through a Gucci campaign, he shone as a global fashion icon amid a massive sellout frenzy.

Gucci recently unveiled the Primavera campaign featuring Jin.

In the campaign, the jacket worn by Jin, priced at 13.8 million won, sold out in all sizes across Europe—including Italy, France, the United Kingdom, and Germany—before 24 hours had passed since its release. In South Korea and the United States, only two of the nine total sizes remained available.

Primavera is a collection first presented by Gucci Creative Director Demna; the Italian word means "spring." Gucci explained that this collection was inspired by the change and rebirth brought about by love.

Jin's campaign advertisements were displayed at Galleria Department Store in Apgujeong, Gangnam Dosan-daero, Incheon Airport, Pangyo Hyundai Department Store, Samsung Station, as well as in Shanghai, Shenzhen, Chengdu, Tianjin, Zhangzhou in China; Tokyo, Osaka, Fukuoka, and Nagoya in Japan; Melbourne in Australia; Jakarta in Indonesia; and Singapore. Jin's campaign ad also appeared on the full back cover of the September issue of GQ Italy, Koo Jji-reul (CEO)ing.

After being appointed as Gucci's global ambassador in August 2024, Jin previously caused products to sell out and the official website to crash. It was also noted that he was ranked first among celebrities most frequently mentioned on social media during fashion weeks and selected for best-dressed lists.

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*This content was translated by AI.