On September 27, 2025, Milan Fashion Week presented one of its most anticipated shows: Louise Trotter’s debut collection for Bottega Veneta. The event marked the house’s 60th anniversary and a significant milestone as Trotter became the latest female creative director to take the helm, bringing with her a vision that carefully balances heritage and modernity.
The runway was set under a suspended black woven sculpture by Korean designer Kwangho Lee, creating a striking visual reminiscent of the Intrecciato weave for which Bottega Veneta is renowned. Models stepped out to a custom soundtrack curated by Steve McQueen, fusing Nina Simone’s 1966 rendition of “Wild Is the Wind” with David Bowie’s 1976 version. The resulting auditory experience elevated the fashion, creating a seamless duet between past and present.
Filippo Fior
Trotter’s debut celebrated the house’s legacy without resorting to overstatement. Masculine tailoring met feminine accents, broad-shouldered coats were cinched at the waist, and recycled fiberglass “furs” glimmered in the light. The collection explored textures, volumes, and a subtle play on proportions, while the floor-length capes and structured coats highlighted the craftsmanship that Bottega is known for. Staple bags like the Lauren and Knot were refreshed with new forms and functionality, and Trotter introduced new designs like the Squash, Framed Tote, and Crafty Basket, demonstrating that innovation and tradition can coexist elegantly. The collection’s tinsel-like tops and skirts shimmered in blue, orange, and silver, adding weightless movement to the runway. Even in its boldness, the essence of Bottega Veneta remained unmistakable.
I.N and RM: Global Ambassadors on the Same Stage
Among the front row were two names who generated almost as much attention as the runway itself: RM from BTS and I.N from Stray Kids. Both serve as Bottega Veneta ambassadors, yet their presence together carried a layered significance beyond fashion. RM, representing a globally established wave of K-pop influence, and I.N, representing a rising generation of international fans, exemplified how the brand strategically engages multiple audiences. Their attendance highlighted the cultural intersection of luxury fashion and global music phenomena.
For I.N, this show marked another milestone. He had previously attended Bottega Veneta’s Spring 2025 show alongside figures like A$AP Rocky and Kendall Jenner, but this time he was officially confirmed as an ambassador. His alignment with the house’s minimalist, yet expressive aesthetic underscored his evolving status as a style influencer. RM, meanwhile, maintained the poised presence for which he is renowned, his every movement documented by multiple media outlets. Together, they created a dual spotlight effect that captured the attention of both fashion enthusiasts and K-pop fans alike.
The Numbers Behind the Buzz: EMV Impact
Earned Media Value (EMV) reports revealed that RM generated 14.69% of the mentions tied to the Milan Fashion Week show, while I.N accounted for 2.77%. On the surface, the difference seems substantial, but both metrics hold weight. RM’s share reflects BTS’s long-standing global influence, while I.N’s numbers showcase Stray Kids’ growing international presence. For a luxury house, the layered reach of multiple ambassadors creates a powerful marketing impact: one event simultaneously connects with multiple demographics, enhancing visibility across different fan communities.
These statistics also provide insight into how fan behavior influences brand reach. Even smaller percentages, like I.N’s, are meaningful because they represent new audiences and cross-fandom engagement that may not otherwise be exposed to the brand. This layered exposure strengthens brand awareness and maintains relevance in both fashion and pop culture spheres.
How Fandom Wars Fuel Marketing Value
The EMV numbers reveal another aspect of modern fandom culture: every online mention, whether positive or negative, contributes to brand visibility. Heated discussions, arguments, or debates between STAY and ARMY do not diminish an idol’s value; they amplify the cultural footprint of both the artist and the brand they represent.
Ironically, attempts to “protect” idols by denying interactions or downplaying attention often backfire. Fans may believe they are shielding their favorite artist, but in the digital ecosystem, attention (regardless of tone) is visibility. Every viral moment, every TikTok clip, tweet, or fan edit shared during Fashion Week contributes to Bottega Veneta’s earned media impact. From a marketing perspective, these debates are a net gain: the brand benefits from increased awareness, heightened curiosity, and a stronger association with global pop culture icons.
This phenomenon also highlights a subtle but important lesson for fans: online engagement, even in the form of rivalry, is a powerful tool in shaping the narrative around an artist. What matters most is how the energy is directed. Fans who channel excitement, creativity, and discussion toward celebrating artistry, style, or cultural impact amplify the artist’s presence and strengthen the broader cultural ecosystem.
Of course, not all attention is equal, and not all fan behavior benefits the artist. Later, we’ll explore how certain patterns; like aggressively denying interactions or fueling conflict, can unintentionally harm both the idols and the perception of the fandom. By understanding the difference between constructive engagement and toxic behavior, we can see why thoughtful fan participation matters, not just for visibility, but for the opportunities it creates for the artists themselves.
The Question of Immaturity in Fan Culture
A recurring issue in fandom culture is the denial or minimization of possible personal connections between artists. Many fans react strongly to details like Jungkook following Stray Kids on TikTok, attempting to erase or dismiss them. This behavior reflects more about fan insecurity than the idols themselves. The truth is, no one outside these artists’ personal lives can know the full nature of their relationships.
Acknowledging potential friendships or professional respect does not diminish an idol’s individuality. Instead, it adds to a larger narrative that makes K-pop vibrant, expansive, and increasingly relevant in global spaces like Milan Fashion Week. Denying such interactions or reducing them to “scandal” fails to recognize the subtle ways that collaboration and coexistence operate in the entertainment industry.
From a professional perspective, it’s not a good look. It perpetuates the misconception that K-pop fans are just little girls screaming for no reason, reinforcing the annoying and negative stereotype of the “fangirl.” As a longtime feminist, this genuinely saddens me. K-pop and fangirling are among the many spaces where the message of “be yourself, no matter what” is constantly celebrated. Yet, the media and audiences unfamiliar with the culture often portray us in a dark, distorted light. The truth is that as long as fans keep engaging in aggressive, dismissive, or bullying behavior, these harmful archetypes will continue to be fueled, and we will keep being marginalized and dismissed.
That’s why, personally, I refuse to bring that kind of behavior into the orbit of my favorite groups. From a marketer’s overview, I’ve seen how it directly impacts analytics, engagement, and even the opportunities brands offer; these interactions can influence everything from collaborations to sponsorship deals. Even if it seems trivial to some, the data clearly shows that it matters, and it matters a lot.
Beyond Rivalry: Coexistence on the Global Stage
Ultimately, the presence of RM and I.N at Bottega Veneta’s Milan Fashion Week show speaks to coexistence rather than competition. Both artists represent distinct eras and fan communities in K-pop, yet they were chosen to embody the same luxury brand’s identity. Their shared presence reflects Bottega Veneta’s understanding of cultural synergy: fashion does not exist in isolation, and neither does music.
The runway itself echoed this philosophy. Trotter’s collection balanced tradition and modernity, masculinity and femininity, restraint and boldness. Just as the collection honored Bottega Veneta’s heritage while projecting a vision for the future, the coexistence of these two ambassadors demonstrates how different waves of K-pop can occupy the same cultural space without diminishing each other.
Fashion Week in Milan reminded us of an important lesson: online rivalries may dominate conversations, but real-world interactions, shared stages, and artistic collaboration speak louder. RM and I.N brought visibility, cultural influence, and energy to a collection that was already noteworthy, and the EMV metrics confirm the undeniable impact of their presence. Their attendance reinforced that K-pop and luxury fashion continue to intersect in ways that transcend rivalry, focusing instead on influence, artistry, and mutual recognition.
Arrivals and Outfit checks
BTS’s RM made a striking entrance at the Bottega Veneta Spring/Summer 2026 show in Milan. He donned a beige ensemble that exuded understated elegance. The outfit featured a relaxed-fit sweater paired with matching trousers, accessorized with layered necklaces and sleek sunglasses. His look was completed with a pair of minimalist sneakers, embodying the brand’s signature blend of luxury and simplicity. RM’s presence was magnetic, drawing the attention of both photographers and fans alike.
Stray Kids’ I.N also captivated the audience with his appearance at the show. He wore a contemporary black blazer over a white shirt, paired with tailored trousers and polished shoes. The ensemble was a nod to Bottega Veneta’s minimalist aesthetic, showcasing I.N’s youthful charm and fashion-forward sensibility. His bright smile and approachable demeanor added to the warmth he exuded, making him a favorite among attendees.
Fandom Wars Never Represent the Artistry
The audience’s reactions were a testament to the influence and popularity of both RM and I.N. As RM entered, flashes from cameras illuminated the venue, capturing his every move. Fans cheered and waved, expressing their admiration for the BTS leader. Similarly, I.N’s arrival was met with enthusiastic applause and cheers, with fans eager to catch a glimpse of the Stray Kids member. The atmosphere was electric, reflecting the global impact of K-pop on the fashion industry.
An interesting aspect of their presence at the show was the dynamic between RM and I.N. RM, as the leader of BTS, carries the weight of responsibility and experience. In contrast, I.N, as the youngest member (maknae) of Stray Kids, brings a fresh and vibrant energy. This juxtaposition highlights the diverse roles within K-pop groups and the unique contributions each member brings. I was on the edge of my seat, hoping for a glimpse of an interaction between them. Unfortunately, if there was an exchange, it went unnoticed by the audience. If I’m being honest, both BTS and Stray Kids members seem to purposely avoid each other; but here’s my possibly controversial take: I believe they are saving that moment for a special occasion. Of course, I might be overthinking it, just my marketing brain going overload.
Which leads to a point worth considering: while fans sometimes get caught up in debates, conspiracy theories, or even attacks, it’s important to remember the personalities involved. RM is thoughtful, intelligent, and known for his level-headed approach. It’s hard to imagine him being okay with fans targeting the youngest member of another group simply because of unfounded rivalry. Even if the situation involved a different maknae, RM’s approach would likely be the same; emphasizing respect and maturity over conflict. At least, that’s my overall perception of him. He just has that aura, you know?
So, as fun as fan theories, speculation, and debates can be, there’s a larger picture to appreciate: the artistry of the collection, the historic debut of Louise Trotter, and the cultural impact of seeing RM and I.N together on the same stage. Fandom energy is powerful, but it’s most meaningful when it celebrates music, fashion, and shared moments instead of fueling unnecessary conflict.
I want to close this blog by saying that my hope is for all of us to coexist and share this incredible space that these 15 men have created for us. We don’t have to like each other, but we can find common ground in our love and devotion for them. In a time when real wars are affecting communities around the world, fighting over K-pop idols is a privilege, and one I hope we remember.
We are meant to have fun and enjoy our lives. These are strange times, and it’s easy to forget that many people face far more difficult realities. Fans squabbling over which group is “the best” can feel disconnected from what really matters. Imagine how much good we could do if we found a way to unite our energy instead.
My hope is that we grow, that we become better by accepting our differences. Perhaps, by doing so, we can set an example and show the world a little more harmony, empathy, and understanding.
