Chanel taps K-pop's Jung Kook as ambassador in bid to court Gen Z

Chanel has appointed Jung Kook, global pop star and member of BTS, as its new Global Ambassador for Fragrance & Beauty, signalling a powerful shift in how the heritage house plans to speak to the next generation of luxury consumers.

Describing the collaboration as "natural" and rooted in authenticity, Chanel says the artist embodies the spirit of the house through his creativity, individuality and boundary-pushing approach to self-expression. "He perfectly embodies the essence of our House," said Thomas du Pré de Saint Maur, Head of Global Creative Resources for Fragrances & Beauty, adding that Jung Kook’s global influence and bold creative choices make him "an inspiration for the new generation."

For Chanel, the appointment reflects a wider strategic pivot in luxury beauty: staying culturally relevant now means meeting Gen Z where they already are. As beauty becomes the primary entry point into luxury, often the first place younger shoppers engage with a house, brands are increasingly relying on global cultural figures who can bridge both influence and authenticity. Jung Kook’s impact is unparalleled in this regard.

The brand stressed that appointing him specifically in Fragrance & Beauty, rather than Fashion, is deliberate. His free-spirited, sometimes edgy personal style introduces a modern counterpoint to Chanel’s classical beauty codes while still aligning with its vision of timeless elegance. According to the brand, Jung Kook represents a borderless, culture-fluid generation - one defined not by geography but by shared creativity and digital communities. Chanel says this partnership "transcends conventional brand communication," offering a new way to express its beauty philosophy of individuality and self-confidence.

The move comes as luxury houses intensify their competition for cultural relevance in beauty. Dior, Estée Lauder and L’Oréal have all leaned deeper into music-led talent partnerships, recognising that celebrity ambassadors are no longer simply faces of campaigns - they are cultural assets capable of shaping consumer behaviour globally.

Jung Kook said: "I am truly delighted to join Chanel Fragrances & Beauty as global ambassador. For me, Chanel is a pioneering House that cherishes its timeless heritage while constantly reinventing itself with modernity. As an artist, I try to stay true to my own style while embracing new challenges, so this partnership with Chanel Fragrance & Beauty is especially meaningful to me."