The K-pop effect: How Blackpink dominates luxury brand partnerships

If you haven’t heard of Blackpink, it’s time to get up to speed! Formed in 2016, they are now one of the world’s most renowned K-pop girl groups, featuring members Jisoo, Jennie, Rosé, and Lisa. In 2023 alone, they headlined at Coachella, embarked on a successful global tour, and won two prestigious awards at the MTV Video Music Awards, including the Group of the Year title.

Not only has the group achieved success in their music careers, but they’ve also become highly sought-after brand ambassadors due to their influence among their fan base. Their involvement in numerous partnerships has further elevated them as prominent figures, especially in the world of beauty and luxury fashion. 

With this in mind, we decided to take a closer look at each member’s brand collaborations that garnered high engagement on social media this fall. Here are some of Blackpink’s biggest deals. 

Jisoo

First, let’s introduce Kim Jisoo, one of the main vocalists of Blackpink. It’s her innate elegance and fashion sense that led her to become a global ambassador for the luxury brand, Dior.

During the company’s recent event, the “Lady Dior Celebration Exhibition,” Dior used social media to highlight Jisoo’s presence. An Instagram post featuring Jisoo donning an ensemble from the brand’s Fall-Winter 2023 collection garnered the most attention, earning more than 2.72 million engagements. Dior’s Twitter video also showcased the idol’s appearance at the event and generated over 34.8K engagements.

Jisoo also starred in Dior’s TikTok video, showcasing her visit to a Dior Spa Cruise during the summer while showcasing a range of exquisite Dior products. This video accumulated an impressive 788.5K interactions. In addition to highlighting the star’s strong affiliation with the brand, the media outlet allkpop’s Facebook post revealed that Jisoo became Dior’s first Asian global ambassador to receive a custom design, earning over 28K interactions.

Jennie

Now we have Jennie Kim, who is Blackpink’s main rapper and vocalist. Her trendy style seamlessly aligns with Chanel’s image, and she represents the fashion company as an ambassador. In fact, her loyalty to the brand earned her the nickname “Human Chanel” from her fans.

Recently, Chanel shared an Instagram post that featured Jennie and other ambassadors in Paris for their Spring-Summer 2024 Ready-to-Wear show. Since its initial posting, the content achieved more than 431.4K in total engagements. Additionally, Vanity Fair posted a TikTok video of Jennie’s arrival at Chanel’s Paris Fashion Week show, which has received 114.5K + interactions, highlighting the significance of her presence.

Furthermore, Jennie has been appointed as a global ambassador for Calvin Klein, with the company posting a video of her modeling their clothing on social media. Their Instagram reel earned over 1.04 million engagements, and their Facebook post received 359.4K engagements.

Rosé

We also have Roseanne Park, also known as Rosé, who is the lead vocalist and main dancer of Blackpink. Currently, Rosé is the face of two prominent luxury brands: Tiffany & Co and Yves Saint Laurent.

Let’s start with Tiffany & Co. Recently, the jewelry brand unveiled a video featuring Rosé modeling their exclusive Tiffany Lock collection. This content was spotlighted across their social media, with its TikTok video receiving over 619.4K engagements, Instagram reel garnering 213.6K engagements, and Twitter post obtaining 24.2K engagements. This underscores the widespread appeal and success of Tiffany & Co.’s collaboration with the K-pop star.

Rose also recently starred in Yves Saint Laurent’s Fall 2023 campaign, flaunting an all-black outfit complemented by the YSL bucket bag. Her appearance generated significant online excitement, with over 43.7K interactions on the company’s Twitter post and 41.3K interactions on TikTok. 

Lisa

Finally, let’s not forget Lisa, or Lalisa Manoban, the youngest member of Blackpink and the group’s main dancer and rapper. In 2020, Lisa was officially appointed the role as the global ambassador for Celine.

Lisa recently shared a photo on her Instagram wearing the Celine Heloise bag, which garnered more than 5.75 million interactions. The idol also shared an image of the brand’s perfume, accumulating over 3.83 million engagements. These posts affirm her loyalty and style alignment with the renowned French luxury fashion house. It also underscores her significant influence, given the high engagement she received for each post.

Moreover, a recent article by Koreaboo has generated substantial online buzz. It highlights her strong attachment to the brand, which existed even before her Blackpink debut. Her first designer bag was from Celine, further cementing her role as the perfect brand ambassador for the brand (3K+ engagement).

To read about other brand collaborations such as the Barbie movie, check out our blog here.