Dior Signs K-Pop Group Tomorrow X Together as Ambassadors


K-pop’s power players have the fashion industry in a choke-hold, and they’re showing no signs of letting go. As the latest high-fashion house to dive into the South Korean genre, Dior has named K-pop quintet Tomorrow X Together (TXT) its newest brand ambassadors.

Members Soobin, Yeonjun, Beomgyu, Taehyun and Hueningkai teased the announcement last weekend, wearing custom-made Dior ensembles during their history-making set at Chicago’s Lollapalooza festival, where they became the first Korean group to headline the festival.

“Tomorrow X Together are the perfect ambassadors for Dior. They have a great attitude and style and they look great in their custom stage outfits,” said Dior artistic director Kim Jones via WWD.

“Our headlining set at Lollapalooza was one of the most significant performances of our career. It was truly an honor to share the stage with Dior, and we hope to continue to show Tomorrow X Together’s versatility through this partnership,” added Soobin, the group’s leader.

On stage, Soobin, Yeonjun and Taehyun all sported varied iterations of sleeveless gilets, chino trousers and coordinating kilts, while Beomgyu and Hueningkai appeared in cropped wool zip jackets and pleated shorts.

Dior, which previously signed on BTS’ Jimin as an ambassador, is only the latest luxury label to tap further into the K-pop world for representation. This year alone, Cartier brought on BTS’ Kim Taehyung (otherwise known as V); Loewe drafted NCT’s Taeyoung; Prada enlisted seven members of Enhyphen; Valentino signed on BTS’ Suga, Versace partnered with Stray Kids’ Hyunjin and Givenchy snagged Taeyang, among several others.

In more fashion news, Telfar and Melissa revealed new “Telly Jelly” colorways.

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