Edgy tattoos marry old-money elegance.
On December 11, 2025, Chanel announced that BTS’s Jungkook will serve as the new global ambassador for its Fragrance & Beauty division, marking one of the year’s most high-profile luxury partnerships.
Chanel highlighted Jungkook’s “bold and innovative spirit,” with Thomas du Pré de Saint Maur, head of Global Creative Resources, stating: “We are thrilled and honored to welcome Jungkook. He perfectly embodies the essence and values that the House of Chanel represents. His passion and original artistry, which inspire a new generation, deeply resonate with the brand.”
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Jungkook himself expressed gratitude, saying: “I’m truly happy to be joining Chanel Beauty. Chanel is a pioneering brand that respects its iconic identity while constantly creating something new. As an artist who strives to keep my own color while taking on new challenges, this collaboration feels especially meaningful.”
Criticism and Controversy
Despite the celebratory tone, the announcement arrived at a complicated moment. Jungkook is currently embroiled in dating rumors with aespa’s Winter, which have already triggered protests and heated debates among fans.
Some netizens criticized the ambassadorship as a mismatch, pointing to Jungkook’s edgy aesthetic—his tattoos and piercings—as clashing with Chanel’s traditionally “old-money” elegance.
The official ambassador photo, showing Jungkook with tattoos visible in a three-quarter-sleeved top, fueled further debate.
Others defended the choice, arguing that Jungkook’s modern, daring image reflects Chanel’s evolving identity and appeal to younger audiences.
The announcement has trended across social media, with hashtags celebrating Jungkook’s achievement alongside critical posts questioning Chanel’s decision. Industry watchers note that Chanel’s move signals a strategic shift toward younger, global consumers, even if it risks alienating traditionalists.
Jungkook’s Chanel ambassadorship is both a career milestone and a flashpoint for debate. While Chanel and Jungkook emphasize shared values of innovation and artistry, the timing—amid dating rumors and brand image debates—has amplified scrutiny of his every move.