Jungkook Said He Liked a Chanel Perfume. It Sold Out in 28 Countries.

BTS's Jungkook tried a Chanel fragrance, said it was good, and the rest of the industry is still catching up. The bottle in question retails for 684,000 won (roughly $500), and it sold out on official Chanel websites across 28 countries the moment it went live.

Jungkook participated in a campaign for Chanel Beauty's high-end fragrance lines, Les Extraits de Chanel and Les Exclusifs de Chanel, both of which highlight the house's archival approach to scent and its in-house craftsmanship. During the promotion, he sat down with Chanel's in-house perfumer Olivier Polge, worked through a sampling session, and landed on a fragrance called 1957. His verdict: "Really good. I like it." Polge told him that body heat intensifies the scent, which is a detail Jungkook visibly took in. 1957 is positioned as the collection's statement piece, built around the brand's ideas of elegance and restraint.

The sellout swept Korea and 28 other countries simultaneously on launch day. For a price-point that would give most consumers pause, that kind of velocity says something about where Jungkook sits right now as a luxury brand partner.

What else is new this season

The Chanel story is the sharpest data point in a broader autumn fragrance push from the major houses, several of which are opening pop-ups or dropping new lines this month.

Byredo is marking the launch of its new eau de parfum Future Memories with a pop-up in Seoul's Seongsu-dong district, running from the 11th to the 20th of next month. The scent was composed by perfumer Quentin Bisch and reframes vanilla away from the soft, sweet register most people associate with it, pushing it toward something more modern and spare. The pop-up space itself is designed as an immersive environment where visitors' movements shift the visual landscape around them, the stated idea being that present moments become future memories.

Tom Ford's Tobacco Shokolat takes a different route: slowly roasted tobacco leaf layered with dark chocolate, anchored by a cocoa smoke accord and brightened with orange essence. It closes on a warm vanilla-balsamic base built from tobacco absolute, patchouli, and Peru balsam. The approach is deliberate and unhurried, closer to a leather chair than a dessert.

Jo Malone London contributed Sea Salt & Bergamot, composed by Mathilde Bijaoui. It opens with bergamot, moves into mineral sea salt, and finishes on driftwood and quiet woody notes. The brief appears to have been the British coastline at low tide, and the result reads exactly that way.

Balenciaga expanded its Extrême lineup with three new entries: Vanilla XXL, built on rum and cinnamon with musk for sweetness and heat; Pink Wood, which pairs Damask rose absolute with a rare wood called asafi; and Amber Crush, which adds a smoky undercurrent to what would otherwise be a fresh fruit-forward composition.

Bottega Veneta is launching a full ten-piece eau de parfum collection called Alta on the 1st of next month. The collection maps a full day's worth of emotional shifts, from bright and transparent morning notes to dense, richer evening ones. The organizing concept is the Intrecciato Duo, borrowed from the house's signature leather weave technique: Italian-sourced raw materials interlaced with ingredients from elsewhere in the world. A vanilla-and-chocolate accord inspired by stracciatella runs through the collection, which keeps it grounded even as the range moves across citrus, aromatic, and woody territory.