“Italian luxury fashion house Valentino has named SUGA as its newest brand ambassador. BTS’s popular member has joined the company’s ambassadors known as Di.Vas, which stands for Different Values. The brand teased an upcoming collaboration with SUGA also featuring GQ. SUGA will also be the face of the Maison Valentino Essentials campaign, which will focus on the brand’s menswear staples. ‘MAISON VALENTINO ESSENTIALS’ will be available at the Maxfield pop-up event in Los Angeles from January 11 to 30 and at the official Valentino online boutique.

#MaisonValentinoEssentials comes to the forefront through a special campaign with @GQMagazine and #SUGA of #BTS.

In a behind the scenes preview, SUGA becomes a symbol of empathy and connection, captured in new-in looks.

Stay tuned and shop the pieces only at LA’s Maxfield. pic.twitter.com/wnOA7DXeKl

— Valentino (@MaisonValentino) January 12, 2023

SUGA was described by creative director Pierpaolo Piccioli as “a multifaceted artist. He said,

“SUGA is a multifaceted artist. He is an interpreter in many ways, expressing himself with energy and authenticity based on his talents and work. He perfectly embodies everything that divas stand for, including diversity, inclusion, creativity, and passion. We are truly delighted to be with him and are confident that we will be working together on a variety of beautiful projects in the future.” -Creative Director, Pierpaolo Piccioli

“All individuals have different dreams and values. Valentino and Piccioli have been supportive of diversity which is something that I also believe in.” SUGA

Valentino is an Italian luxury fashion house founded in 1960 by Valentino Garavani and part of Valentino Fashion Group. Since October 2008, the creative director is Pierpaolo Piccioli, jointly with Maria Grazia Chiuri from 2008 to 2016. Valentino is headquartered in Milan, while the creative direction is in Rome.

In 2020, the fashion house announced that it would no longer use alpaca wool and severed ties with Mallkini, the world’s largest privately owned alpaca farm in Peru. The move followed revelations of animal abuse within the alpaca industry.

Valentino has also specially designed wedding dresses for Elizabeth Taylor, Anne Hathaway, Jennifer Lopez, Courteney Cox, Sophie Hunter and Princess Madeleine of Sweden.

Jimin, a member of the band, was recently appointed as Dior’s global ambassador, and the group has also modelled for Louis Vuitton in 2021.