Worn by Jin of BTS, this $9,900 Gucci jacket is already sold out
In less than twenty-four hours, a $9,900 Gucci jacket sold out on the Italian house’s website. Behind this lightning-fast sellout, a single trigger: Jin of BTS appearing in Gucci’s new Primavera campaign, unveiled on 25 August 2026.
The Gucci jacket that started it all
In the Primavera campaign photographed by Michal Chelbin, Jin of BTS wears a look that is impossible to ignore. The Korean group’s member appears in black trousers, a Gucci belt bag in hand, and above all in an imposing black leather motorcycle jacket covered in embossed details. It was this precise piece that captured the attention of buyers and fans the moment the campaign went live.
The Grainy Laminated Bull Leather Jacket is crafted in black laminated bull leather. It belongs to the Primavera collection conceived under the artistic direction of Demna. Gucci embroidery, quilted details, an Interlocking G leather logo and an embossed “Primavera” inscription make up the surface of this runway-direct piece. Its deliberately oversized cut and dropped shoulders borrow as much from the classic biker jacket as from racing-inspired wardrobing.
Its price leaves no doubt about its positioning: $9,900 in the United States, or €7,900 in France. Yet that five-figure price tag did nothing to slow buyers down. By the day after the campaign dropped, the jacket was showing as “Sold out online” on Gucci’s website.
A five-star cast for the Primavera collection
The Primavera campaign brings together a particularly wide-ranging cast. Alongside Jin, Gucci’s global ambassador since 2024, it features Shawn Mendes, Tom Brady, NINGNING of aespa, Xiao Zhan and Rico Nasty. Photographed by Michal Chelbin, the participants pose in deliberately rustic Italian interiors.
For Jin, the setting plays on a striking contrast: the raw, ancient surroundings clash with the commanding black leather silhouette he embodies. The campaign thus constructs a meeting point between the house’s heritage, personalities drawn from pop culture, and the new creative vision carried by Demna. This Primavera collection is also the first to emerge from a runway show signed by Gucci’s new artistic director.
What an instant sellout reveals
Watching a celebrity-worn piece vanish from stock quickly is nothing new. But the case of this Gucci jacket impresses by its speed and by the price point involved. A five-figure dollar item, sold out online in under a day, says something concrete about the power of the Jin effect.
- Price in the United States: $9,900
- Price in France: €7,900
- Time to sell out online: less than 24 hours
- Campaign unveiled on 25 August 2026
- Jin, Gucci global ambassador since 2024
On social media, Jin’s fans spotted and shared news of the sellout very quickly after the campaign was revealed. Their responsiveness amplified the visibility of the sold-out moment, turning the disappearance of the piece into an event in its own right.
Jin and Gucci: a relationship gaining momentum
Since becoming Gucci’s global ambassador in 2024, Jin has maintained an increasingly visible relationship with the Italian house. This Primavera campaign marks a new milestone, however: here he embodies the first collection to emerge from Demna’s runway show for Gucci, giving him a central role in the communication surrounding this creative turning point.
The Gucci jacket worn by Jin therefore concentrates several stakes at once. On one hand, it illustrates the house’s ability to generate desire around pieces taken directly from the runway. On the other, it confirms that the Jin touch, as his fans call it, produces measurable and immediate effects on online sales.
For any ARMY who might have had a budget close to $10,000 to spend on this piece, the question remains open: when will Gucci restock the jacket?
