Maison Fred has unveiled South Korean singer and songwriter Kim Seok-jin, better known as Jin of BTS, as its first global ambassador. The announcement was accompanied by stunning photos of Jin in stylish outfits, each showcasing different jewelry pieces from the Parisian brand.
Founded in 1936 by Fred Samuel in Paris, the brand established itself as a prestigious jeweler. It gained popularity among celebrities and high society figures. Originally from Argentina, Samuel was inspired by the vibrant atmosphere of the Côte d’Azur, which influenced his designs. Maison Fred became known for creations like the “Pretty Woman” necklace worn by Julia Roberts in the 1990 film and the Force 10 bracelet, which Jin wore for his photoshoot.
In 1995, Maison Fred was acquired by the LVMH Group. Valérie Samuel, Fred Samuel’s granddaughter, currently serves as its artistic director and vice president.
@fredjewelry Dive into Maison FRED’s universe and discover its iconic sun-filled collections infused with the light of The Sunshine Jeweler. FREDTheSunshineJeweler
Maison Fred speaks
On its official website, Maison Fred stated, “Maison Fred is pleased to announce its new Global Brand Ambassador: Jin of 21st-century emblematic pop icons BTS. As a true generational symbol, he has made a global impact with his talent and personality, continuing to inspire millions of fans worldwide. Both considerate and committed, with a perpetual smile and a great sense of humor, the eternal lover of life perfectly embodies the spirit of Maison Fred.”
The brand added, “Jin’s radiant personality and contemporary, casual chic style chimes with the modernity and individuality of Maison Fred creations. His collaboration with The Sunshine Jeweler promises to shine with a unique sparkle.”
Valérie Samuel added, “His artistic qualities, values and high standards constantly push him to excel, strongly resonating with those of our maison and our founder Fred Samuel, with whom he shares an unwavering optimism and joie de vivre.”
Mindless consumers
Jin himself expressed enthusiasm for the partnership on Instagram. “Grateful to be part of the Fred family as the Global Brand Ambassador,” he wrote. Expect a lot of new and varied looks that we will be showing with Fred in the future.”
Within hours of the announcement, fans noticed that the pieces featured in Jin’s photoshoot for the brand were going fast. A yellow gold bracelet he wore, priced at 375,000 KRW (about 273 USD), sold out quickly. So did the Force 10 Iconic Necklace, which Jin paired with an all-black outfit. Some fans criticized others for buying such expensive jewelry instead of focusing on more pressing issues, with one person calling them “mindless consumers.”
Another fan hit back on X, writing, “People who’re buying $27k jewelry aren’t on Twitter arguing with y’all.” Someone else noted, “Should we tell her that even the 97k necklace is also sold out?” Meanwhile, another fan tried to bring the conversation back to Jin by pointing out that the brand’s website crashed and its Instagram following surged to over 200,000.
@butter_army07 Both the ‘Force 10 winch bracelet ($27,127) AND the Force 10 iconic necklace ($97,398) that Seokjin was wearing in the pictures are out of stock now!! THIS IS INSANE!! #Jin #bts #fredjewelry
What else is Jin up to?
This deal with Maison Fred is Jin’s first solo endorsement for a luxury brand. In 2021, Louis Vuitton tapped all seven members of BTS to be brand ambassadors. This was back when Virgil Abloh was artistic director for menswear. Before enlisting in the South Korean military 18 months ago, Jin signed a deal with Ottogi to endorse Jin Ramen noodles.
The 31-year-old is the first BTS member to complete his mandatory service, and he quickly reconnected with fans through a “hugathon” event to mark BTS’s 11th anniversary. He also dropped a limited-edition collab with outdoors specialist Kolon, featuring the Wootteo cartoon character from one of his singles.
In a recent Q&A on the fan platform Weverse, Jin revealed that he’s filming variety shows and recording new music. Although he didn’t provide release dates or other details, rumor has it that fans can expect him to drop an album in the second half of the year. – K-Pop News Writer
Featured Image: Jin’s star power caused the brand’s website to crash within hours of the announcement. Source: X/@seokjinism1.