BTS' V has proved his immense influence after he was appointed as global ambassador for luxury brand Cartier. On July 19, 2023, V (Kim Taehyung) was announced as Cartier's global ambassador and the new face of the "Panthère de Cartier" campaign. Cartier lauded V as "one of the most talented individuals of our time", embodying an image that fits perfectly with Cartier's jewelery creations.
"We naturally choose BTS' V because we wanted to express Panthère's charm and aura. Full of personality and strong feelings, BTS' V made a choice driven by his creativity and showcased only his own style and elegance," said Arnaud Carrez, Senior VP and CMP of Cartier as quoted from KBIZoom on Saturday, July 22, 2023.
After the news of BTS' V becoming global ambassador for Cartier spread, Cartier's website crashed momentarily due to the sudden spike in visitors, leaving everyone in awe. Later, the global fashion and lifestyle magazine "Highsnobiety" reported that fans rushed to the online retailer after they heard the news.
They also purchased the entire inventory of necklaces V wore for the Panthère campaign, which cost $26,700. Additionally, the Cartier necklace that V wore during the campaign sold out instantly at global online retailer Cartier in countries including France and the UK. Currently the website has informed the customer that they can purchase the necklace when it is back in stock.
Some enthusiastic fans who couldn't wait for the delivery period, headed straight to the Cartier store to see the Cartier products V wore during the campaign and expressed his influence on social media. This phenomenon of luxury brand site crashes is nothing new.
Last March, after announcing BTS' V as the global ambassador of the Celine brand, Celine's website also crashed, proving the extraordinary popularity of the male idol. In fact, according to Brand Finance, an economic analysis agency, Celine experienced a growth spike of 51% after appointing BTS' V as their new ambassador, showing high expectations for V's success as Cartier's current ambassador.
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