BTS for Louis Vuitton, Blackpink’s Jisoo for Dior: why luxury brands are choosing Asian celebrities as their global ambassadors

Until recently, the highly lucrative role of celebrity ambassador has largely been reserved for a particular type of person. Luxury brands tended to pick actresses and singers who are household names in the United States and Europe to be their global ambassadors. They command a far higher fee than their regional peers, and their faces are displayed on billboards and in magazines around the world, not just in their home countries.

In a move that illustrates just how much culture has changed in the last year, K-pop group BTS became house ambassadors for Louis Vuitton last month. They will work with the brand to promote its clothes and accessories around the world.