BTS member Jin is once again showing his strong influence in fashion after a Gucci jacket featured in his latest campaign reportedly sold out across several major European markets in less than 24 hours.
Gucci recently unveiled its Primavera campaign featuring Jin, who has served as a global ambassador for the luxury fashion house since August 2024.
According to reports, the jacket worn by Jin in the campaign, priced at around 13.8 million KRW in South Korea, sold out in all available sizes in Italy, France, the United Kingdom, and Germany within a day of the campaign’s release.
Strong demand was also reported in South Korea and the United States, where only two of nine listed sizes reportedly remained available at the time of the report.
Primavera, meaning “spring” in Italian, is the first collection introduced by Gucci creative director Demna. Gucci described the collection as being inspired by transformation and renewal brought about by love.
Jin’s campaign has also received wide international exposure. Promotional images have appeared at major locations in South Korea, including Apgujeong, Dosan-daero, Incheon International Airport, Pangyo, and Samseong Station, as well as in cities across China, Japan, Australia, Indonesia, and Singapore.
The campaign was also featured on the back cover of the September issue of GQ Italia.
Since becoming a Gucci global ambassador, Jin has regularly drawn attention for the demand surrounding items he wears. Previous reports have also linked his appearances with increased product interest and heavy traffic on Gucci’s official website.
The latest reported sellout of his Primavera campaign jacket adds to Jin’s growing presence as both a BTS member and a global fashion ambassador.
