[OSENWORLD] BTS have once again proven their unrivaled global impact — this time, not on stage, but on the world’s biggest fashion runways.
During the 2026 S/S Fashion Week season held across New York, Milan, and Paris, the group’s members collectively generated an estimated $39.26 million USD (₩56 billion KRW) in earned media value (EMV), according to influencer marketing platform Lefty.
EMV quantifies the media impact of exposure — factoring in engagement, reach, and visibility — and is a key metric for measuring influence in fashion.
Throughout September and October, RM, Jin, Jimin, V, and Jung Kook attended luxury brand shows as official ambassadors, drawing immense attention from global press and fashion insiders alike.
Lefty’s report named Jin and RM among the top influencers at Milan Fashion Week, ranking 2nd and 6th, respectively. Meanwhile, V and Jimin took 3rd and 10th place in Paris Fashion Week’s influencer rankings. Jung Kook’s appearance at a brand’s show generated $7.44 million USD (₩10.6 billion KRW) in media value — accounting for nearly 30% of the brand’s total EMV for the event.
Additional data from global PR analytics firm Onclusive ranked Jin and RM as the two most mentioned figures on social media during Milan Fashion Week, with Jin alone commanding 37.5% of total mentions. In Paris, Jimin followed closely, ranking 2nd with a 17.06% share of all online discussions.
Earlier this year, J-Hope made headlines by attending a luxury brand’s 2025 A/W Men’s Collection in Paris, where he topped influencer charts with an EMV of $6.68 million USD (₩9.5 billion KRW). His social media posts alone accounted for 24% of the show’s total exposure value.
With each appearance, BTS continue to demonstrate why they are the epicenter of influence for global luxury brands — transcending music to shape fashion, culture, and digital trends worldwide.
The group is currently preparing for a full-group comeback in spring 2026, accompanied by a major world tour — marking the long-awaited return of the “21st-century pop icons.”
/k_inside@osen.co.kr
