Blackpink became the model of Kpop groups when all 4 members are ambassadors of luxury fashion brands. Rookie NewJeans is also going in this direction when 3/5 members have been selected to be the face of high-end international fashion brands Gucci, Louis Vuitton, Burberry.
Blackpink – fashion star
Over 6 years of operation, Blackpink stormed with a series of hits with hundreds of millions of views, even billions of views such as “DDU-DU DDU-DU”, “How you like that”, “Kill this love”, “Boombayah”. … But the group’s success doesn’t just come from musical achievements.
Blackpink has global coverage thanks to a comprehensive development strategy that combines both music and fashion. From Kpop stars, 4 Blackpink members gradually became fashion stars with strong influence.
Blackpink is a rare girl group in which all members leave a strong impression when entering the fashion and advertising segment with great incentives from brands.
Blackpink as ambassadors for luxury brands. Photo: Yonhap
4 female idols are sought after by high-end fashion, jewelry and beauty brands, selected as models and global ambassadors. Jennie is the ambassador of Chanel, Hera; Lisa is the “muse” of Celine, Bulgari; Jisoo represents the world for Dior, Cartier; while Rosé becomes the global ambassador of Saint Laurent, Tiffany & Co. and Sulwhasoo…
At major fashion weeks, Blackpink is always the focus when appearing. Thanks to this orientation, all 4 Blackpink members have built a solid fan base, creating favorable conditions for their solo career development.
Therefore, Blackpink’s strategy of developing into fashion stars is learned by many new-generation groups.
Blackpink’s direction has been learned by many groups. Photo: Yonhap
“Second Blackpink”?
NewJeans – a girl group under ADOR, a subsidiary of HYBE group – attracted attention right from their debut with a methodical strategy, from unique musical colors to building styles, images statue.
In the early days of reaching the public, 5 members of NewJeans impressed with the Y2K-inspired style that has been popular again in recent years.
It can be seen that NewJeans pays great attention to their image every time they appear at events, award ceremonies, etc., and often receive positive feedback on their style. Some members of the group are considered to have potential and good development qualities if they enter the fashion segment.
NewJeans also combines music development and fashion. Photo: Yonhap
NewJeans also follows Blackpink’s direction when developing fashion and music together.
After 5 months of debut, 3 members of the group became ambassadors of luxury brands. Vietnamese female idol Hanni was an ambassador of Gucci when she was 18 years old. The 14-year-old youngest sister Hyein is the ambassador of Louis Vuitton. Recently, Danielle became a Burberry brand ambassador.
Two members Minji and Haerin are also in contact with Chanel and Dior. The audience predicts that all 5 members will soon have their own representative brands in the near future.
However, the fact that NewJeans became a fashion ambassador too quickly caused mixed opinions.
NewJeans has 3 high fashion brand ambassadors after only 5 months of launch. Photo: Yonhap
The reason NewJeans was reacted
Blackpink is not naturally chosen to represent brands. The success of music products is the first factor that makes Blackpink famous and noticed.
After that, the 4 female idols took a few years of contact and became “best friends” of brands.The group debuted in 2016, but it was not until 2019, when the reputation was covered, that Jennie was the first member of the group. Become an ambassador of a luxury international fashion brand – Chanel.
Next, Lisa, Rosé and Jisoo were selected to become global ambassadors of other high-end brands in the period 2020-2021. Most recently, Jisoo became a Cartier ambassador in May 2022.
Jennie and Blackpink members spent many years in contact with brands before officially becoming ambassadors. Photo: Yonhap
However, it only took NewJeans 5 months to have 3 ambassadors for the luxury fashion house.
In fact, this is inherently the orientation of most entertainment companies for the 4th generation Kpop. However, 5 members of NewJeans are too young (14-18 years old), so the ability to “weigh” of brands is still controversial.
The audience said that the time NewJeans exposed to brands was too short, did not show much, and was not enough to prove that he was suitable for that brand or not.
The fact that female idols “forced” to wear clothes of high-end brands was considered inappropriate for their age, so their charisma, expressive ability, and fashion display did not leave an impression.
The audience thinks that NewJeans is not suitable for high-end brands with older styles. Photo: Yonhap
Previously, aespa was a typical group that failed because they became the Givenchy ambassador too soon, but the style did not match the brand, so they were often criticized as “catastrophe”.
The audience is worried, NewJeans will have a similar situation if they don’t know how to moderate and adjust accordingly.
SRC: https://laodong.vn/
