BTS's V is Cartier's newest global brand ambassador

Cartier made a dynamite announcement last week, introducing BTS‘ V as the new face of the brand – as well as its Panthère de Cartier campaign. As the newest global brand ambassador, V joins a host of other top celebrities like BLACKPINK’s Jisoo, GOT7’s Jackson Wang, Chinese actor Gong Li and Indian actress Deepika Padukone. In a statement, the Maison said that V “magnetises an entire generation as a soloist and member of the group BTS.”

In his first post after the announcement, the K-pop sensation posted a behind-the-scenes shot of him wearing the Panthère de Cartier necklace made of white gold, diamonds, onyx and emeralds, along with the collection’s sculptural ring in yellow gold, tsavorite garnets and onyx. He was also spotted wearing the tête-à-tête panther bracelet and the Révélation d’une Panthère watch.

In an additional statement, Cartier’s Senior Vice President and Chief Marketing Officer, D’Arnaud Carrez said, “When it came to embodying the magnetism and aura of the panther, our choice naturally fell on V. He has the look and strength of character. A personality whose choices are guided by creativity as a dancer, musician or art lover, with this style and this elegance that belongs only to him.”

Turns out Carrez was right; following the announcement, Cartier’s website momentarily crashed due to a sudden surge in traffic; additionally, the necklace which Taehyung wore was listed as sold out on their site. All it took was one photo.

This article was originally published in Harper's Bazaar Singapore.