J-Hope appears in his first Louis Vuitton Keepall campaign

Multi-talented South Korean performer J-Hope aka Jung Ho-seok presents a fresh take on the near-century-old bag in his first campaign series for the Maison

Last February, Louis Vuitton announced that K-Pop sensation J-Hope, one of the members of BTS, was appointed as a new house ambassador. Fans of the French Maison and J-Hope were, of course, thrilled to hear the news and anticipation for the first collaboration between the French luxury brand and South Korean artist grew each day.

Fast forward to today and Louis Vuitton has unveiled a new campaign for its Keepall starring the rapper-singer-songwriter and music producer. He was photographed in a series of stills, wearing monochromatic tailored looks from the Maison’s recent collections while sporting the iconic bag. In these still photographs, J-hope channels his dancing skill and utilizes the Keepall to follow his direction. 

Delving into the Keepall’s history, it was first designed in the 1930s and used to accompany weekend getaways or adventures. To keep it updated with current trends, Louis Vuitton has collaborated with many renowned artists throughout the years, from Yayoi Kusama to Takashi Murakami and Stephen Sprouse. The bag remains one of the favorites from the Maison’s travel collections.