BTS continues to prove its unmatched global influence, this time, by taking over the world’s most prestigious fashion events. During the 2026 Spring/Summer Fashion Week season, held between September and October across New York, Milan, and Paris, the group’s members collectively generated an estimated ₩56 billion KRW (approximately $39.26 million USD) in earned media value (EMV), underscoring their immense impact on both the fashion and luxury industries.

Each BTS member made waves at the brand showcases where they serve as global ambassadors:

  • RM represented Bottega Veneta in Milan, exuding effortless sophistication.
  • Jin graced Gucci’s presentation, captivating audiences with his polished and elegant aura.
  • Jimin drew attention at Dior’s runway show in Paris, standing out as one of the most talked-about guests.
  • V (Taehyung) attended Celine’s Été 2026 show, making headlines for his bold fashion choices and magnetic presence.
  • Jungkook appeared at Calvin Klein’s New York event, commanding global buzz both online and in media coverage.
  • j-hope made headlines during Louis Vuitton’s 2025 A/W Men’s Collection show,

According to influencer marketing analytics platform Lefty, BTS’s collective media impact during the 2026 S/S Women’s Fashion Week was unparalleled. Earned Media Value (EMV), a metric that evaluates the reach, engagement, and exposure generated by social and digital content, placed the BTS members among the most influential personalities of the entire season.

In Milan, Jin and RM ranked 2nd and 6th, respectively, among the Top Influencers, while in Paris, V and Jimin claimed the 3rd and 10th spots. Meanwhile, Jungkook alone accounted for a staggering $7.44 million USD (₩10.6 billion KRW) in media value through his Calvin Klein appearance, representing 30% of the brand’s total EMV, demonstrating his consistent pull in Western markets.

These numbers reaffirm BTS’s dominant role not only in music and entertainment but also as major players shaping global luxury and fashion conversations. Their ability to drive massive online engagement, trendsetting influence, and brand prestige places them at the forefront of celebrity impact across industries.

According to Onclusive, a global PR and media analysis platform, Jin and RM topped the list of most-mentioned celebrities on social media during Milan Fashion Week. Jin led the rankings with an astounding 37.5% share of total mentions, making him the single most talked-about personality of the entire event. Jin’s attendance at Gucci’s Milan Fashion Week presentation secured him the second spot overall, creating an estimated $9.7 million USD in EMV, solidifying his standing as one of the most influential figures of the event.

RM followed closely behind, securing the second position, further underscoring BTS’s dominance in Milan’s luxury fashion circuit. RM contributed approximately $3.1 million USD in EMV, earning him a place among the top Korean influencers of the week, known for his understated yet intellectual appeal.

Meanwhile, during Paris Fashion Week, Jimin ranked second overall with a remarkable 17.06% mention rate, reflecting his growing reputation as one of the most captivating figures in the fashion world. His appearance at Dior’s Spring/Summer 2026 show became one of the most widely discussed moments of the season, with social media buzzing over his effortless charm and refined style.

Earlier in the year, j-hope made headlines during Louis Vuitton’s 2025 A/W Men’s Collection show, where he attended as a global ambassador. His presence not only attracted massive fan and media attention but also translated into measurable brand impact. According to Lefty’s media value report, j-hope generated an estimated $6.68 million USD (₩9.5 billion KRW) in earned media value (EMV), the highest of the event, earning him the No. 1 spot among “Top Influencers.” His social media post from the show alone accounted for 24% of Louis Vuitton’s total media value, proving his unparalleled ability to amplify brand visibility.

From Milan to Paris, and from Dior to Louis Vuitton, BTS’s global ambassadorships continue to reshape how the fashion industry measures influence. Whether walking into a runway show or posting a single photo online, each member has become a marketing powerhouse, driving global trends, redefining celebrity impact, and reaffirming BTS’s position as the ultimate bridge between pop culture and high fashion.

V’s performance during Fashion Week made waves in EMV rankings. According to data from Lefty and fashion analytics reports. V generated $13.1 million USD in Earned Media Value (EMV) at Paris Fashion Week, representing the highest EMV among all solo musicians during that season. That figure made him the #1 musician and top K-pop act at Paris Fashion Week. Moreover, his EMV for Celine accounted for over 70% of the brand’s total EMV during that event.

As Fashion Week wrapped up, one thing became clear: when BTS shows up, the world takes notice.

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