The group BTS proved its unmatched influence by generating about 56 billion won in media value during the second-half fashion weeks.
BTS attended major fashion weeks such as New York in the United States, Milan in Italy and Paris in France for the 2026 S/S collection season in September and October. RM, Jin, Jimin, V and Jungkook were invited to shows of brands for which they serve as ambassadors, drawing attention from global fashion insiders and media.
According to a report recently released by influencer marketing platform Lefty, they generated $39.26 million (about 56 billion won) in media value (EMV, Earned Media Value) during the 2026 S/S womenswear fashion week period. This is an indicator that converts the combined analysis of social content reach, engagement and brand exposure into a cost and is used in the fashion industry as a key measure to evaluate a particular person's influence.
Jin and RM were ranked 2nd and 6th as the report's 'top influencers' at Milan Fashion Week, while V and Jimin ranked 3rd and 10th as 'top influencers' at Paris Fashion Week. Jungkook alone generated $7.44 million (about 10.6 billion won) in media value simply by attending a brand show. That accounts for 30% of the brand's total media value.
According to global PR analysis platform Onclusive, Jin and RM were the two most mentioned figures on social media during Milan Fashion Week, ranking 1st and 2nd. In particular, Jin captured attention by accounting for 37.5% of all mentions during the fashion weeks. Jimin ranked 2nd during Paris Fashion Week with a mention share of 17.06%.
In January, J-Hope received intense attention when he attended the 2025 A/W menswear collection show of a luxury brand for which he is an ambassador. At that time he generated $6.68 million (about 9.5 billion won) in media value and ranked 1st as a 'top influencer.' J-Hope's post accounted for 24% of the show's total media value, demonstrating a powerful presence.
In this way, BTS once again proved they are the "center of influence" that global fashion brands pay attention to. They have established themselves as figures who exert influence across fashion and culture beyond music and lead global trends.
BTS is stepping up work with the goal of making a comeback in the spring of 2026. They have announced plans to release a new record and hold a large-scale world tour, marking the full-group return of the "21st-century pop icon."
[Photo] Provided by each brand.
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