The 29-year-old singer, born Jung Ho-seok, was previously appointed as Louis Vuitton’s house ambassador back in February.
He is now seen in a series of stills, donning monochrome, tailored looks with the iconic Louis Vuitton Keepall. Unlike other pictorials where brand ambassadors strike a pose, j-hope is caught mid-action in a dance-like form.
This references his “background and strength in choreography for which he is so well-known”, the brand said in a press statement.
He carries the Louis Vuitton Keepall in one hand, becoming an extension of his shifting form.
Prior to this campaign, j-hope was previously spotted at the brand’s 2023 Fall/Winter Men’s Show held in Paris earlier in the year. Then, he turned up in an experimental fashion piece made up of purple, burgundy, and black camo print.
He was one of the first few celebrities to wear the look before it hit the runway simultaneously.
j-hope is currently serving in the South Korean military, and he is the second BTS member to do so. His bandmate Jin enlisted last December.