BTS member Jin has demonstrated his commercial pull in luxury fashion after the black Gucci leather jacket featured in his latest campaign for the Italian house sold out across Europe in less than 24 hours.
The jacket, priced at $9,900 in the United States, was unavailable in all sizes across several European markets, including Italy, France, the United Kingdom and Germany, shortly after the campaign was released. Only two of the nine available sizes remained in stock in South Korea and the United States, according to reports on August 27.
Jin wears the outerwear as part of Gucci’s new Primavera campaign, which was photographed by Michal Chelbin and features a cast of international figures. The piece is a black grainy laminated bull-leather jacket with racing-inspired detailing and «Primavera» embossed on its design.
A key piece from Demna’s Gucci debut
Gucci Primavera is the first collection presented under creative director Demna and the foundation of his new vision for the house. The Italian word ‘primavera’ means ‘spring’, while the collection combines established Gucci codes with a new vocabulary of silhouettes, textures and statement outerwear.
Jin has served as a global Gucci ambassador since 2024 and has continued to wear custom designs from the house during BTS’ ongoing Arirang world tour.
At the group’s Paris concerts on July 17 and 18, Jin appeared in a washed denim biker jacket covered in crystals, paired with matching denim trousers and a white GG-patterned T-shirt. For another performance look, he wore a black long-sleeved T-shirt embroidered with sequins, along with crystal-covered denim, jewellery and sunglasses.
260722 Instagram Story @/gucci
— 쪼꼼 (@INEEDU_130613) July 22, 2026
JIN
GLOBAL BRAND AMBASSADOR
BTS WORLD TOUR 'ARIRANG' IN PARIS#JinxGucci#BTSJIN #방탄소년단진 #진 #jinhttps://t.co/FLqnhF5M3Dhttps://t.co/UrtyQUuBhD pic.twitter.com/SBqDTEOPhg
The Arirang tour has also become a major fashion platform for BTS, with custom stage wardrobes attracting attention alongside the group’s return to large-scale live performances. Jin’s latest Gucci campaign, however, suggests that his influence extends well beyond the concert stage and can translate into immediate demand for even the house’s most expensive ready-to-wear pieces.
His previous Gucci appearances have generated considerable online attention, including his attendance at a Milan show last year, which reportedly prompted well over 1 million posts on X within 24 hours.
