The group BTS generated approximately 56 billion KRW in media value during the second half fashion weeks. From September to October, BTS attended major fashion weeks for the 2026 S/S collection season in New York, USA; Milan, Italy; and Paris, France. RM, Jin, Jimin, V, and Jungkook each served as ambassadors for Bottega Veneta, Gucci, Dior, Celine, and Calvin Klein respectively, attracting attention from global fashion insiders and media.

According to a report released by the influencer marketing platform Lefty, BTS generated $39.26 million, approximately 56 billion KRW, in media value (EMV) during the 2026 S/S Women's Fashion Week period. EMV is an indicator that converts the reach, engagement, and brand exposure effects of social content into monetary value, and it is widely used in the fashion industry as a key metric to evaluate the influence of specific individuals.

Jin and RM ranked 2nd and 6th respectively as "top influencers" at Milan Fashion Week. V and Jimin ranked 3rd and 10th respectively at Paris Fashion Week. Jungkook generated $7.44 million, approximately 10.6 billion KRW, in media value just by attending the Calvin Klein show, accounting for 30% of the brand's total media value.

According to the global PR analytics platform Onclusive, Jin and RM ranked 1st and 2nd as the most mentioned individuals on social media during Milan Fashion Week. Jin captured attention with 37.5% of the total mentions during the fashion week. Jimin ranked 2nd with a 17.06% mention share during Paris Fashion Week.

In January, J-Hope attended the 2025 A/W Men's Collection show as a Louis Vuitton ambassador, generating $6.68 million, approximately 9.5 billion KRW, in media value and ranking 1st as a "top influencer." J-Hope's posts accounted for 24% of the show's total media value, demonstrating a strong presence.

BTS has once again proven to be the "center of influence" that global fashion brands focus on. They have established themselves as leaders of global trends by exerting influence beyond music into fashion and culture as a whole.

BTS is accelerating work with the goal of making a comeback in spring 2026. They have announced plans to hold a large-scale world tour along with the release of a new album, marking the complete return of the "21st-century pop icons." BTS's activities are expected to further solidify their influence in the global music market.