Valentino has announced BTS' Suga as the face of the luxury brand's 2024 spring/summer menswear campaign through its stores' photo displays and online promotional materials.

On Thursday, Valentino posted a #ValentinoNarratives teaser with the caption, "Stay tuned to discover the face of the new menswear campaign."

While only the back of the man was shown in the video, the fit, shoulders, walk and hairstyle looked so much like Suga's.

A day after, Billboard Japan released the photos of Suga for Valentino's "The Narratives" campaign.

The outfit he wore in the photo was the same as the outfit worn by the man in Valentino's teaser video -- a pair of light-colored Valentino coat and shorts.

According to Billboard Japan, "The Narratives" collection featuring Suga will be available at Valentino Men's stores and online starting Thursday, Jan. 18.

Because of the influx of fans wanting to see the article about the "D-Day" artist, Billboard Japan's server reportedly crashed.

Meanwhile, ARMYs -- BTS fans -- in Milan and Paris have been sharing their sightings of Suga's campaign photos in Valentino stores in their areas.

Fans used the hashtag #SUGAxValentino to share their finds on X.

Per AllKPop, Suga's campaign pictorial was shot before the BTS member started his required service in September 2023. The campaign was directed by Pierpaolo Piccioli, Valentino's creative director, with photography by Theo Wenner.

Suga's photos reportedly depict "the fast-paced, busy life of a global pop star as he walks alone, surrounded by screams and cheers."

The South Korean idol was named Valentino's global ambassador in January 2023. He officially joined the fashion luxury house's group of ambassadors called Di.VAs, which stands for Different Values.

Talking about their new global ambassador at the time, Piccioli described Suga as "a multi-faceted artist."

"He is an interpreter and uses his talent and his work to express himself with energy and authenticity. He perfectly embodies everything that DI.VAs testimonials stand for: diversity, inclusivity, creativity and passion," he continued.

Suga is currently fulfilling his mandatory military service as a social service agent. It is an alternative form of military service in South Korea for those deemed unfit to serve as active soldiers due to different factors such as health. In Suga's case, he obtained a shoulder injury from a motorcycle accident in 2012.

Suga is expected to finish his service after 21 months. ARMYs await his discharge in June 2025.

Tags
Valentino