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14 Jun

EXCLUSIVE: J-Hope Busts Many Moves in First Louis Vuitton Campaign

MOVING ALONG: No static fashion poses for him.

For his first Louis Vuitton campaign, K-pop star J-Hope displayed his dancing prowess while flouting the French luxury house’s iconic Keepall bag.

The campaign, slated to interrupt today on Vuitton’s digital and social channels, depicts J-Hope busting various moves so flawlessly that “the bag becomes an extension of his shifting form,” in line with the brand, which shared a key visual and details exclusively with WWD.

Within the campaign, the South Korean rapper, singer, songwriter and producer — who can also be lead dancer of the boy band BTS — wears monochromatic, tailored looks, leaving the highlight on his complex choreography and the roomy weekend bag.

Designed within the Nineteen Thirties, the Keepall has been a mainstay of Vuitton’s leather goods range and a coveted item for high-profile collaborations with the likes of Yayoi Kusama, Takashi Murakami, Supreme and Stephen Sprouse.

J-Hope was named a Louis Vuitton ambassador last February. BTS were collectively named as brand ambassadors for Vuitton in April 2021, a partnership that has since expired. With the band on hiatus, its members have been inking individual deals with fashion houses as they deal with solo projects and prepare to finish their mandatory military service.

Describing BTS as “Twenty first-century pop icons,” Vuitton said last February that J-Hope “brings his unique charm and elegance to this exciting latest chapter with the maison.”

A latest Disney+ documentary, “J-Hope within the Box,” goes behind the scenes of his debut solo album, “Jack within the Box,” and his headlining performance at Lollapalooza last yr.

The influence of K-pop stars has been growing steadily, with many European fashion brands inviting them to their fashion shows, often unleashing pandemonium, or signing them on as ambassadors.

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