BTS has once again proven their unparalleled influence in global pop culture, this time making waves not through musical performances but by commanding attention at the world's most prestigious fashion runways. The South Korean supergroup generated an impressive 56 billion won (approximately $39.3 million) in earned media value during the 2026 Spring/Summer fashion week season, according to data from influencer marketing platform Lefty.

The comprehensive report analyzed global engagement and brand exposure across the major fashion capitals of New York, Milan, and Paris during fashion weeks held from September to October. Each BTS member attended these high-profile events as official ambassadors for major luxury fashion houses, drawing intense scrutiny from both the fashion industry and international media outlets.

The distribution of brand partnerships showcased the group's diverse appeal across luxury fashion houses. RM made a striking appearance at Bottega Veneta, while Jin represented Gucci with his characteristic elegance. Jimin served as an ambassador for Dior, V captivated audiences at Celine events, and Jungkook brought his star power to Calvin Klein shows. Each member's presence generated significant buzz and media coverage throughout the fashion week circuit.

Lefty's comprehensive data analysis revealed that BTS members collectively ranked among the top global influencers of the entire fashion season. In Milan, Jin secured an impressive second place in the influencer rankings, while RM claimed the sixth position. Meanwhile, in Paris, V captured third place among top influencers, and Jimin rounded out the top ten with his tenth-place ranking.

Jungkook's impact at Calvin Klein proved particularly remarkable, as he single-handedly generated $7.44 million (equivalent to 10.6 billion won) in media value from his appearance at the Calvin Klein show alone. This substantial figure accounted for an impressive 30 percent of the brand's total earned media value for the entire event, demonstrating the massive commercial impact of BTS members' fashion week appearances.

Global public relations analytics firm Onclusive corroborated these findings with their own independent analysis, reporting similar results regarding the members' social media dominance. Their data showed that Jin and RM emerged as the two most-mentioned figures across all social media platforms during Milan Fashion Week. Jin's individual impact was particularly striking, as he captured 37.5 percent of total online mentions during the event, while Jimin claimed second place in Paris with 17.06 percent of all social media discussions.

The influence extended beyond the recent fashion weeks, with J-Hope having achieved remarkable success earlier in the year. In January, J-Hope secured first place among top influencers at the Louis Vuitton 2025 Autumn/Winter men's collection show, generating an substantial $6.68 million (equivalent to 9.5 billion won) in media value. His single social media post about the event accounted for nearly a quarter of Louis Vuitton's total earned media value from the show.

These impressive figures serve to reaffirm the K-pop group's unmatched presence and influence in the global fashion industry, definitively proving that their cultural impact extends far beyond the realm of music. Major luxury fashion houses continue to actively court BTS members as cultural icons who successfully bridge the worlds of pop culture, luxury fashion, and digital virality, effectively shaping trends that define an entire generation of consumers.

Looking ahead, BTS is actively preparing for their highly anticipated group comeback scheduled for spring 2026. The reunion will include plans for a new studio album and a major world tour, marking their full return to group activities after their individual pursuits and military service commitments.