In 2019 Gucci announced their partnership with BTS becoming the first Korean act to collaborate with the Italian fashion house. As part of this collaboration Gucci released the ‘Gucci X BTS Collection’ featuring a range of stylish clothing items inspired by the Kpop boy band’s music videos. In addition to this Gucci also held a special event at Harrods in London where they unveiled exclusive merchandise from their collaboration with BTS which included tshirts and sweaters decorated with Gucci logos alongside pictures of each member from their music video for “Boy With Luv”. Following this success Gucci later announced that they would be releasing additional items from their collaboration with BTS such as hats and bags throughout 2020.