BTS’ Jin has once again shown his influence on fan culture after a $9,900 Gucci jacket he wore in the brand’s latest campaign reportedly sold out across Europe in less than 24 hours. The black leather jacket quickly became a highly sought-after piece among fans despite its high price as a luxury item.
The jacket is part of Gucci’s first ready-to-wear collection led by Demna, who became the Italian fashion house’s creative director in 2025. The piece features the word “Primavera,” meaning “spring” in Italian. The high-end fashion item became especially recognizable after Jin wore it for the campaign. Meanwhile, European stock sold out, and the jacket has been reported as difficult to find in the United States and South Korea.
The BTS member became a Gucci brand ambassador in 2024, and his relationship with the brand has already created major attention. The “Super Tuna” singer has worn custom Gucci pieces throughout the BTS “ARIRANG” tour, including a crystal-covered denim biker jacket and a black sequin-embroidered T-shirt. His attendance at a Gucci show in Milan in 2025 also generated more than 1 million posts on X within 24 hours, proving the strong magnetism between Jin and the Gucci brand.
