Experimenting with Style in the Early Years
During their debuts, BTS members mostly wore loose, brightly colored, street-style clothes. This style reflected their youthful energy and rebellious attitude. During the “Boy In Luv” period, tough and rebellious outfits based on the school uniform style came to the fore; ties were loose, jackets were open and hair colors were bold.
In 2014-2015, the group took inspiration from underground hip-hop, appearing on stage in baseball jackets, chain pants and printed sweatshirts. Their fashion sense in these early periods matched their energy on stage, building their visual identities in parallel with the music.
Transition from Stage Costumes to Casual Style
BTS adopted a more emotional identity both musically and visually by shifting to more romantic, soft tones during the “I Need U” period. In the “Spring Day” promotions, pastel tones, oversized sweaters and vintage looks were reflected in the style of the group members offstage.
Offstage, members such as Jungkook and V often gravitated towards comfortable yet detailed pieces, with seam lines, fabric textures and silhouette choices becoming more prominent. Offstage, personal preference came to the fore: Jin dressed in classic neutrals, while J-Hope carried the boldest examples of street fashion.
First Contacts with Fashion Brands
In 2017, BTS attended the Billboard Music Awards wearing Gucci, and that night they took their first global steps into the fashion world's attention. Louis Vuitton sent special thanks to the group's stylists for the gray suit worn by RM at the 2018 Melon Music Awards.
J-Hope's Instagram posts with the Supreme and Off-White pieces sent exclusively to him created a wave of products that sold out in a short time. After repeatedly expressing his interest in the Celine brand, V was invited to a private fashion show by the brand's creative director.
Official Collaborations with Global Fashion Houses
In 2021, BTS was announced as Louis Vuitton's global ambassador. This was not just an advertisement, but a position involving creative collaboration. The Louis Vuitton collection designed by Virgil Abloh for BTS was presented at the 2021 Seoul Men's Show, making it one of the brand's first major private presentations in Asia.
In the Louis Vuitton collaboration, the members of BTS were dressed according to their individual characters, not uniforms. This broke the “uniform group style” mentality in K-pop. The collaboration resulted in a significant increase in the brand's Asian sales and Louis Vuitton described the BTS influence as “historic”.
Individual Fashion Identities of the Members
RM is known for neutral-toned, natural fabric clothes that reflect his simple and intellectual style, while he has a special interest in vintage pieces and Japanese brands. J-Hope is one of the most fashion-forward members; color transitions, pattern clashes and accessorizing have become his signature. Jin draws attention even on the red carpet with modernized suits with minimal details, without breaking the classic clothing line too much.
SUGA prefers mostly monochrome tones and likes to play with cut and proportion; sometimes a single line or zipper transforms the whole outfit. V's aesthetic is purely artistic; silk shirts, retro suits, hats and even his choice of perfume make him iconic offstage. Jungkook reinterprets the latest Korean street fashion according to his body shape, combining oversized but athletic lines. Jimin favors elegant yet attention-grabbing pieces, pushing the norm with see-through shirts, silk scarves and stiletto heels.
Social Impact through Fashion
BTS members made the concept of “genderless fashion” visible in the global fashion world with their clothing choices that transcend gender stereotypes. At the 2020 Golden Disc Awards, their Hanbok-inspired modern designs were instrumental in bringing Korean traditional fashion to the younger generation.
Some of the pieces BTS wore on stage were later archived for display in Korean museums, documenting the historical intersection of music and fashion. A simple white t-shirt worn by Jungkook reset the brand's stock within 24 hours of wearing it. This effect is very rare in fashion history.
Behind the Scenes of Stage Costumes
BTS's stage outfits are designed with lyrics, concept and emotional context, not just fashion; each outfit is like an extension of the stage. The group's style directors sometimes work for up to 6 months before a tour, because the outfits need to be both dance-appropriate and serve the visual story.
The long trench coats fluttering in the wind during “SAVE ME” were chosen to symbolize the theme of “the search for freedom”, which corresponds to the claustrophobic atmosphere of the song. The jackets with red ribbons in “Fake Love” visually reflected the theme of passion and rupture in relationships.
The stylist team attends dance rehearsals to test how the clothes “live” with movement; the costume that goes on stage is chosen not only for its appearance but also for its function.
Narrative and Representation through Fashion
The retro-performance costumes during the “Butter” promotional period were an homage to 80s fashion, but also had the air of a pandemic “rebirth”. For the “Dynamite” performances, each member's outfit was customized to reference a different disco character; Jimin's costume, for example, was a direct reference to the Saturday Night Fever style.
The stage costumes during the “Black Swan” era were ballet-inspired, with black tulle, satin and sheer textures that simultaneously explored the themes of death and art. The outfits they wore on the Grammy stage in 2021 combined Western and Korean style elements; the necklines were Hanbok-inspired, but the fabric choices were Italian tailoring.
Relationship with Stylist Team and Fashion Creatives
“Stylist Lee Ha-jung”, BTS's head stylist for many years, is one of the silent heroes who contributed to the group's growth through clothing. The styling team started to take more creative risks after BTS's worldwide recognition, because the band was no longer just a music group, but a “global image”.
Special moodboards are created for each member, sometimes featuring not only fashion, but also pieces from nature, poetry or childhood memories. The group is not passive to the stylists' suggestions; V and RM, in particular, give opinions, touch select fabric swatches and get involved in deciding which accessories are right.
Fashion Magazines and Global Showcases
In 2022, BTS appeared on the cover of GQ Korea and Vogue Korea at the same time after their collaboration with Louis Vuitton, a first in Korean magazine history. Most of the clothes used in the magazine shoots were designed exclusively for the shoot and were never released.
The red leather suit worn by Jimin in the GQ shoot quickly became an icon among fans and thousands of cosplayers were created on social media. Their images in fashion magazines have been exhibited in some art galleries as “examples of visual culture”; especially RM's black and white portraits.
BTS's Global Impact on Fashion
In 2021, a fashion school in France wrote a thesis on BTS's style transformations, which was included in the school's archive collection. Some fashion critics emphasize that BTS is not a “trend follower” but a trendsetter, citing in particular their use of accessories and their transgender fashion sense.
Kim Jones, Dior's creative director for men's collection, designed special stage outfits for BTS in 2019, and this collection was one of the inspirations that influenced the new direction of the brand. BTS wearing pastel suits in different shades at the same time at an event set the tone for spring 2020 fashion, which soon became dominant on the runways.
The Invisible Line Between Fashion and Activism
J-Hope's silent support for sustainable fashion brands has made eco-friendly boutique brands in Korea more visible. Jin's preference for animal-friendly fabrics in his clothing choices was noticed by some fans, triggering discussions on ethical consumption in fashion. The group's occasional use of second-hand and locally-made designer pieces drew the attention of creators who criticized “fast fashion”.