BTS member Jungkook has officially launched his first major campaign campaign as Chanel Beauty’s Global Ambassador, spotlighting the luxury house’s iconic fragrance 1957 from the Les Exclusifs de Chanel collection.
On August 6, 2026, Chanel released audiovisual materials and two campaign films featuring Jungkook, sparking an immediate frenzy among global fans that reportedly led to swift sell-outs of the fragrance across multiple retail platforms and regions.
Two Campaign Films: Personal Reflection and Perfumery Insights
The newly released campaign centers around two short films that offer an intimate look into Jungkook’s personal universe while exploring the composition of the 1957 fragrance:
- Jung Kook Meets 1957: In this reflective film, Jungkook looks back on pivotal moments in his career.
He draws parallels between key milestones in his life and the historic significance of the year 1957- the year Gabrielle Chanel received the Neiman Marcus Award for Distinguished Service in the Field of Fashion.
He even shares which song from his discography best encapsulates the essence of the scent.
- Let’s Talk Parfum: In the second video, Jungkook sits down with Chanel’s in-house Perfumer-Creator, Olivier Polge.
Together, they dissect the olfactory layers of the 1957 fragrance, discussing its balance of luminous white musks, delicate iris, and rich notes of cedar, vetiver, and leather.
The “Jungkook Effect” Causes Instant Sell-Outs
Following the release of the campaign footage, demand for the 1957 Eau de Parfum and the newly introduced 1957 L’Extrait de Parfum surged worldwide.
Within hours of the campaign rollout, reports surfaced across social media platforms and online luxury retail portals showing that the fragrance quickly went out of stock in several major markets, particularly across Asia and North America.
This immediate commercial impact highlights the incredible global reach and market influence- often dubbed the “Jungkook Effect”- that the BTS star continues to bring to major global luxury brands.
Expanding Role as Chanel Ambassador
Jungkook was appointed as Chanel’s Global Ambassador for Fragrance & Beauty in December 2025.
This campaign marks his first dedicated product rollout with the French luxury house, solidifying his growing presence in high fashion and beauty alongside other high-profile Chanel figures such as Timothée Chalamet and Jacob Elordi.
