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What is V effect? BTS Kim Taehyung's 'Butter' hat sold out in minutes, gender-neutral designer thanks ARMY

Kim Taehyung is known for making bold fashion statements like the rest of BTS, and while he sported a skirt for 'Butter' teaser, the hat he wore shot its designer Ruslan Baginskiy to fame
UPDATED MAY 27, 2021
The hat V wore for BTS' 'Butter' shot designer Ruslan Baginskiy to fame (Weverse/ BTS Instagram)
The hat V wore for BTS' 'Butter' shot designer Ruslan Baginskiy to fame (Weverse/ BTS Instagram)

BTS' V aka Kim Taehyung has made headlines in Korean news reports for the phenomenon deemed as the 'V Effect'. The reports quoted a recent interview of a designer who experienced this 'V Effect' for the first time after BTS released Taehyung's concept teaser image for 'Butter' where the 'Winter Bear' crooner wore a hat designed by Ruslan Baginskiy. Within minutes of being released, the social media interactions on the designer's page skyrocketed and the hat was sold out worldwide. 

Baginskiy, who has previously worked with stylists of other K-pop acts such as Blackpink and Red Velvet, had no idea that ARMY's much-adored Taetae will be wearing his hat for 'Butter'. The designer said, "It was a complete surprise to all our team! We work directly with BlackPink and Red Velvet's stylists, but BTS's team was out of our radar. Probably, they bought the hat at Revolve, Farfetch, Mytheresa, Holt Renfrew, Harrods, or somewhere else. It's kind of funny that BTS published the picture when we were waiting for the order at a new Korean barbecue place at the street food market."


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BTS V wearing Ruslan Baginsky's hat for 'Butter' teaser (BTS Instagram)

What is V effect?

Korean media calls Kim Taehyung's power to be able to make a product sold out in every outlet and every country the 'V Effect.' "The hat is sold out everywhere," Baginskiy stated. "The double-chain boater is handcrafted in Kyiv from Ecuador straw, and even if we want, we just can't produce as many hats as K-pop fans want. But we hope it will come back to stock soon." Speaking of the Grammy-nominated South Korean group's global dominance, the designer said, "There are not that many people in the world who can impact the brand that much, and we have always been curious how the BTS-effect works."

BTS 'Butter' the new summer anthem breaking records (BTS Instagram)

He added, "And now we know: Tons of comments, DMs, reactions, reposts, fan-groups tags, and sales of course. We had no idea that ARMY is so supportive, that's a real phenomenon." The Ukrainian designer also didn't forget to talk about how BTS members use their stardom to help charities, among other causes. He gushed, "To be honest, I really like the way BTS use their fame and influence. Their charity projects, public appearances, where they raise the most controversial social topics, the way they interact with fans…. All these parts of their story are really inspiring."

BTS V in music video 'Butter' (HYBE YouTube)

BTS' V, who was recently named Japan's top favorite K-pop idol, has been showered with praises by fans for having such an enormous impact on the fashion industry. A fan page wrote, "When these fashion brands putting V in their description to promote their brands as resulting in sell outs, kim taehyung effect, his impact and influence are powerful." Another fan chimed in saying, "#BTSV's recently worn products continue to sell out, proving him as a "hand of Vidas" "trend setter." V's Baginsky hat from his 2nd teaser photo quickly sold out following the post, as did V's Nike Windrunner frm the selca he shared on Weverse."



BTS made their comeback with English single 'Butter', the new summer anthem that has already broken a couple of Guinness World Records as the music video got 108.2M views within a record 24 hours on YouTube. It was also the most streamed track on Spotify in the first 24 hours with 11,042,335 global streams. 'Butter' is all set to grab the No. 1 spot on the Billboard Hot 100 chart, while it could also see another Grammy nod. Meanwhile, ARMY is gearing up for massive streaming this weekend to get Bangtan Boys the crown of having yet another world record-breaking track. Stream 'Butter' below.