BTS’ V wears Kartik Research - How Kim Taehyung’s effortless look puts Indian craft on the global pap

In the ever-watchful world of celebrity fashion, it takes a rare moment for an outfit to feel both personal and globally significant. This week, BTS’ V (Kim Taehyung) delivered exactly that.

Spotted in an ivory-white, hand-embroidered shirt from Indian menswear label Kartik Research, the global icon unknowingly sparked a wave of pride across India and set Desi ARMYs’ timelines on fire.

A look that felt intimate yet international

Known for his understated, almost poetic style choices, V kept the look refreshingly simple: the delicately embroidered shirt layered over a plain undershirt, paired with relaxed denim and a slouchy beanie. The effect was casual, almost nonchalant, yet deeply considered.

This was not a high-octane red-carpet statement. It was a moment of quiet luxury, the kind that speaks volumes about a wearer’s appreciation for craft over excess.For Indian fans, the significance was immediate. This wasn’t just a celebrity wearing a piece of clothing. This was one of the world’s most recognised pop stars walking out in something born from India’s textile heritage, showcasing it to millions without the need for fanfare.

On X (formerly Twitter), posts poured in from Desi ARMYs celebrating the moment, calling it “representation done right” and “a proud day for Indian fashion.

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Who is Kartik Research?

For those outside the Indian fashion loop, Kartik Research is a Delhi-based label known for giving vintage-inspired menswear a contemporary, streetwise spin. Founded by designer Kartik Kumra, the brand is celebrated for its meticulous hand embroidery, use of repurposed fabrics, and deep respect for India’s artisanal traditions.

The label’s design philosophy sits at the intersection of sustainability and storytelling, think heirloom techniques like kantha and zardozi reimagined for the modern man. Each piece feels like a bridge between past and present, where slow fashion meets global relevance. No surprise, then, that an artist as attuned to narrative and mood as V would gravitate toward it.

Why this moment matters for Indian fashion

In the global fashion arena, Indian craftsmanship is often showcased in bridal couture or opulent runway moments.

Seeing it filtered through the lens of everyday wear, especially on a figure like V, who has an entire generation decoding his wardrobe, feels fresh. It’s also a reminder that Indian design isn’t limited to a certain “look” or occasion. It can be effortlessly cool, minimal, and right at home in a Seoul coffee shop or a Parisian street.Fashion watchers have long noted the quiet shift toward craft-conscious menswear in the West, and Kartik Research sits comfortably within that conversation.

But with BTS’ V as an unexpected ambassador, the brand’s reach now extends far beyond niche fashion circles. For young Indian designers, this kind of organic celebrity moment is gold - no paid campaign, no overt branding, just genuine style synergy.

The ripple effect

Moments like these often have a way of turning independent labels into household names overnight. Already, Kartik Research’s Instagram has lit up with reposts of Taehyung’s look, while South Korean and global fashion blogs are picking up the story.

This crossover moment, Indian heritage meeting K-pop star power may just usher in a new wave of cross-cultural fashion influence.

And what’s next for V?

Fashion moments aside, BTS are deep in preparations for their much-anticipated comeback album, with all seven members, RM, Jin, Suga, J-Hope, Jimin, V, and Jungkook, expected to participate. Industry chatter suggests a world tour in 2026 following the album’s release. If V’s off-duty looks are anything to go by, fans can expect even more unpredictable, global-minded style statements along the way.

For now, Desi ARMYs are basking in the glow of seeing an Indian label draped across one of the most recognisable men in pop culture. And in the fashion world, that’s not just a good look. That’s history in the making.