Louis Vuitton modifies Twitter while BTS opens his invitations to watch Virgil Abloh’s next performance

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When I saw that Louis Vuitton was in fashion this morning and, by the time I checked, there were more than 100,000 tweets, I knew it couldn’t be just because of the new collection. I suspected that either the company had gone into some f-cksh-t offensive or …

BTS.

Because, as I think we all know now, BTS and ARMY dominate Twitter daily for whatever reason connected to RM, Jin, Suga, j-hope, Jimin, V and Jungkook happen to be happening that day. And today is Louis Vuitton.

Because of this:

See the number of likes and retweets there. LV is a major label, no doubt, but they hardly ever see those numbers, that amount of activity on Twitter. And they would not have had this activity to promote Virgil Abloh’s new collection had it not been for BTS doing them a favor and recording themselves unpacking their invitations. In that case, LV is not Beyoncé, sorry. Considering that it is indeed an achievement to be on Beyoncé’s gift list for Ivy Park x Adidas and all celebrities want to be included, and while I recognize that LV is a legacy label, again, BTS is not bragging here that LV is giving them sent his airplanes card and some gifts the way all the celebrities who received an Ivy Park closet rushed to post on Instagram.

To note: RM, Jin, Suga, j-hope, Jimin, V and Jungkook (I love your hair like that) are not brand ambassadors. They used LV, of course, but they also use a lot of Chanel – men’s and women’s clothing – and Gucci and Dior and … well … all the big fashion houses want to wear them. And they certainly don’t need exclusivity with a fashion house or gifts. Louis Vuitton benefited 100% more from this than BTS. That’s why they tried to place the order.

In one of my last posts on BTS in 2020, I wrote about the BTS Effect for the publishing industry and how Western publications had increased sales, circulation and viral mentions when they introduced the band in their magazines, and I wondered whether or not others on the West would see these gains and engage with BTS to achieve the same results. From magazines to luxury fashion houses, BTS is being driven by its social and cultural impact and the power of its fan base, and it is also worth mentioning here that luxury fashion has depended on the East Asian market for years.

And still. It is a pity that there still has to be an “and yet”. But the “and still” is that almost every day, I have to convince a reader or a colleague or a friend that they are legitimate icons at this moment, despite the records that keep breaking and their achievements and their power of communication on social networks , which is perhaps the greatest asset (and sometimes weapon, when used irresponsibly) of our time.

MVP Kamala Harris knows, however.

And yes, of course, Bernie’s meme also had a BTS moment:

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