Chanel's 1957 fragrance sells out following Jungkook campaign launch
BTS star Jungkook's debut fragrance campaign for Chanel drives heritage scent 1957 to instant sellout, demonstrating the K-pop artist's proven commercial power in luxury beauty endorsements.
The Jungkook effect: Chanel's 1957 fragrance sells out after campaign with BTS star
Chanel's heritage fragrance 1957 has sold out following the launch of a new campaign featuring Jungkook, the BTS member who became the French fashion house's Global Brand Ambassador for Fragrance and Beauty in December 2025.
The campaign showcased two prestigious collections: Les Extraits de Chanel and Les Exclusifs de Chanel. Les Exclusifs, launched in 2007, draws on people, places and moments that shaped Gabrielle Chanel's life, while Les Extraits represents more concentrated expressions of selected fragrances from this collection. The 1957 scent, created by perfumer Olivier Polge in 2019, commemorates Gabrielle Chanel receiving the Neiman Marcus Fashion Award in the United States in 1957.
The digital campaign film featured Jungkook exploring the fragrance universe across multiple scents including Extrait, 1957, Gardenia and Comète. A conversation with Polge walked viewers through the creative philosophy behind 1957, presenting the fragrance's heritage and inspiration. Shortly after the campaign went live, the 1957 fragrance sold out across retail channels.
Established track record of commercial impact
The sellout reflects a pattern established through Jungkook's previous brand partnerships. His collaboration with Calvin Klein in 2023 generated a media impact value exceeding $13.4 million within 48 hours and increased parent company PVH's share price by over 20 percent to $87.93. The subsequent 'Jungkook for Calvin Klein' collection was announced by PVH Corp. as the most successful collaboration in Calvin Klein's history, with items selling out across all regions, including a leather jacket that sold out in all sizes within one minute in China.
Jungkook's commercial influence extends beyond fashion partnerships. His debut solo album 'Golden', released in November 2023, reached 10 million equivalent album sales and became the best-selling solo album in K-pop history. The album set an international sales record for a debut album from a male artist in the past decade at 8.4 million units and debuted at number two on the Billboard 200, becoming the first album by a BTS member to shift at least 200,000 units in one week.
Strategic timing and brand investment
The campaign arrives as Chanel has been investing strategically in the 1957 fragrance line. In June 2026, the house revived Les Extraits de Chanel collection at Harrods, bringing back nine discontinued parfum concentrations and introducing 1957 Extrait de Parfum as a new addition for the first time in extrait form.
Jungkook, who was discharged from mandatory military service in South Korea in June 2024, has been building his solo career alongside his work with BTS. The group is scheduled to make their full group comeback in spring 2026 with a new album and world tour, marking the first full-group release since all members completed mandatory military service.
The partnership with Chanel represents Jungkook's first major luxury beauty collaboration with a French fashion house, expanding his portfolio of brand endorsements into the prestige fragrance sector. The immediate sellout of 1957 following the campaign launch demonstrates the continued commercial power of partnerships with the artist, whose influence with consumers has proven measurable across multiple product categories and international markets.
