Bright YOUNG Things

Luxury jewellery brands firm up their ambassador appointments with a Look East policy.

- TAN SIOK HOON

CARTIER X V (KIM TAEHYUNG) OF BTS

Jewellery is intrinsically beautiful but when worn, it hits peak brilliance. This is possibly why global jewellery brands are cementing brand partnerships with K-pop’s hottest and brightest to ignite a star-studded shine that commands absolute attention and appeal worldwide. Cartier recently enlisted V (Kim Taehyung) of BTS, the world’s most successful K-pop group, as an ambassador and the face of its latest Panthère de Cartier campaign. Just like the panther, his intense and magnetic gaze captivates, and in donning the Panthère de Cartier sculptural diamond ring, tête-à-tête bracelet and Révélation d’une Panthère watch in the campaign visuals and video clip, his synergy with the panther community — a family of strong personalities united by the same instinct — resonates with ease and effortlessness.