In the high-stakes world of luxury fashion — where brand ambassadors play a pivotal role in defining and elevating a brand’s status — BTS’s V has emerged as a colossal force. His recent collaboration with CELINE, a renowned luxury brand, has created an unprecedented wave in the fashion industry, aptly termed the “V Effect.”
The impact of V’s association with CELINE was quantitatively highlighted by Lefty — an influencer marketing platform. Their analysis, focusing on V’s Instagram activities from March 1, 2023, to December 31, 2023, revealed staggering figures.
View this post on Instagram
In this period, through just 31 stories and posts, V generated a remarkable ₩367 billion KRW (about $275 million USD) Million of Earned Media Value (EMV) for CELINE. This revelation not only underscores V’s immense influence but also delineates the power of digital platforms in shaping modern fashion marketing.
View this post on Instagram
V’s journey with CELINE began when he was announced as CELINE’s brand ambassador in March 2023, aligning him with other high-profile ambassadors like BLACKPINK‘sLisa and Park Bogum. This announcement was coupled with his appearance on three covers for ELLE Korea‘s April 2023 issue.
#ELLEcoverstar #BTS #V #뷔@bts_bighit
뷔가 그려낸 봄날의 서정
남성미 대폭발<엘르> 4월호 커버 스타 등극
https://t.co/zxrjkWygpL pic.twitter.com/jcMMRss2bl
— ELLE Korea 엘르 (@ELLE_KOREA) March 16, 2023
The BTS star channeled old Hollywood charm in the photoshoot, captivating audiences globally and setting social media platforms alight.
V’s impact on CELINE has been unparalleled. His association with the brand has not only enhanced its visibility but also reshaped its perception among a younger, more dynamic audience. This synergy has been evident in the numerous magazine covers featuring V, with him gracing 12 covers for four different magazines in less than a year, each time showcasing CELINE’s designs.
TAE SOLO MAG COVER IN CH.2 pic.twitter.com/vgXDHUj4SM
— bts memeories⁷ (@btsmemeories) January 12, 2024
His influence extends beyond the traditional realms of fashion marketing. Unlike other top influencers who frequently attend Fashion Weeks and major fashion events, V’s influence has been primarily digital. His absence in these traditional fashion spaces did not diminish his impact — in fact, it highlighted his unique position in the fashion world.
Last month, Lefty named him the #1 male fashion influencer of 2023 and the 3rd overall, accumulating a total of 265 million in EMV. This ranking is a testament to his global reach and the profound effect he has on consumers and fashion enthusiasts alike.
The “V Effect” on CELINE is a clear illustration of the evolving landscape of fashion marketing, where the digital presence and social media influence are becoming as significant as traditional marketing strategies. V’s role as a brand ambassador transcends mere product promotion — it signifies a deeper cultural and stylistic alignment between his persona and CELINE’s brand ethos.
View this post on Instagram
As such, V is not just promoting a brand — he is redefining it, making CELINE resonate with a broader, more diverse audience.
