K-pop group’s mark of luxury and trend – WWD
On Friday morning, a phenomenon occurs on the Internet. Blackpink, the world’s biggest girl group and the most successful girl group in K-pop history, will release a new single for the first time in almost two years.
As the title of the song “Pink Venom” suggests, it has already caused a sensation even before its release. Last week’s teaser images and videos released on social media garnered millions’ attention and sparked a frenzy among fans. The global audience is larger than the population of any medium-sized European country, judging solely by the group’s Instagram following. ‘Pink Venom’ is part of their upcoming album ‘Born Pink’, which is slated for a world tour in mid-September.
What Blackpink did better than any girl group so far was using fashion as a tool to position their members as idols who are more stylish, poised and beautiful than mere mortals. But in the carefully edited videos and behind-the-scenes features released by the group’s record label, the members still exude a dizzying youthfulness that makes them relatable. It’s this tension that makes their fans, better known as “Blink”, feel fiercely connected to their cause.
And that loyalty has led to big business for the brand, which Blackpink members Jennie, Lisa, Rosé and Jisoo have chosen to wear or sign ambassador deals with.
Last year, Self Portrait founder Han Chong told WWD that he had sold the cardigan worn by Jenny in a Netflix documentary about the group in five production runs.
British designer Mimi Wade, who has repeatedly dressed Jenny and Rosé, said: A lot for inspiration. ” She, too, has pushed for multiple productions of designs worn by girls.
In the six years since their debut, each member of Blackpink has individually signed jewelery, beauty and fashion deals each priced in the seven figures range. I have a contract with Bvlgari. Jenny signs a deal with Chanel to promote Chanel fashion, accessories and fine jewelry, and to design Gentle her monster glasses. Jisoo is Dior’s official ambassador for fashion and beauty. Rosé is signed to Yves Saint Laurent and her Tiffany & Co.
Alexandre Arnault, executive vice president of products and communications at Tiffany & Co., said of the group: We have seen K-pop and K-drama achieve remarkable success all over the world. Korean talent is entrenched in our culture and continues to be an epicenter influencing global trends. ”
Tiffany has gone to great lengths to capitalize on its partnership with Rosé. Most recently, she featured her in an ad for her new edition of her hardware collection and flew her to London for her retrospective event.
Arnaud feels this gave Tiffany a big boost. “Over the past two years, Rosé has introduced Tiffany and our collection to a loyal and dedicated fan base. Through our partnership, we have been able to reach new audiences around the world and we look forward to continuing our relationship with her.
In 2019, Blackpink’s record label YG, considered one of South Korea’s most powerful companies, will price its collaboration with Jenny between $1 million and $1.5 million, the luxury accessories brand told WWD. It was set between dollars, but that was before the group’s global following exploded during the pandemic. Another high-level luxury spokesperson told WWD that he estimated that one of the Blackpink members would make a “six figure high” if he appeared at the event.
But according to data released by Launchmetrics, it might be a bargain.
Jenny’s appearance at the Chanel show in March was estimated to generate $3.6 million in media impact value. Dior also saw a big boost that month when Jisoo attended a fashion show and posted an image from the event to her personal Instagram account — this post alone marks her 174 at MIV. million dollars is estimated to have occurred. Thousands of fans in China alone screamed when Lisa took the front row at her July show, amassing hundreds of millions of social media impressions.
Since the “Ddu-du Ddu-du” era in mid-2018, Blackpink’s looks have been tailored by YG’s in-house stylist Min-hee Park, one of South Korea’s biggest fashion power brokers. Break-it moments for major brands and emerging labels alike.
Park is understood to be tasked with overseeing everything from the girls’ more relaxed airport paparazzi snap looks to working with stylists on magazine cover looks that require YG approval.
However, when Blackpink started, their fashion was devised by Kyung Won Choi, who met with WWD in early 2018 as they were preparing for the group’s Japan tour.
Choi spoke of YG’s early intentions to set a new K-pop paradigm with Blackpink, using fashion as a broader communication tool for the group’s activities. I wanted to create an aura that was unlike all other groups and far from the competition. , YG connected me with designers and gave me a very flexible budget,” she said.
“There is no denying the power of K-pop and K-drama. South Korea is very fashion-conscious, and when a famous person wears something, everyone follows it — it creates a phenomenon.
Gildas Loaëc, co-founder of the French-Japanese brand Maison Kitsuné, attests to this. Jenny has been photographed in a fox outfit at the airport or while lounging at home, which gave a “snowball effect.” He also appeared in various Korean TV dramas.These shows are very popular not only in Japan but also in South Asia,” he said. The Jenny effect has contributed to the sustained success of his Kitsuné across Asia, including South Korea, which now has 25 stores.
As stylist Hee Sun Choi of K-pop group Itzy told WWD in 2019: Having worked as a stylist for so long, my fashion budget has increased significantly. This means that companies recognize how important a group’s image and fashion are to its success.”
Blackpink’s look is a chaotic mix of luxury, novelty and underground trends, and it’s pretty cute. These elements have been carefully balanced to match the tone of the single release. In poppy songs, they look cute, but in intense dance tracks, the girls are often dressed in more edgy, antique clothes.
Unlike traditional celebrity dressing deals, Blackpink stylists know they buy clothes from brands and stores. A girl’s slight frame requires significant alterations to fit properly. , underwear is often sewn onto the costume.
Pink Venom’s promo image is the first time the brand has dressed all four Blackpink members alone at once. To its credit, Park collaborated with Mugler, pop music’s preeminent costume maker.
Mugler Creative Director Casey Cadwallader has put French house back on the map by strategically collaborating with some of music’s most talented people on boundary-pushing looks. he said: Energetic and never had such an experience. Michael may feel like he’s more famous than Jackson. ”
“It’s a big influence for us, and most of what they wear sells out quickly. It just so happened that we wore a new collection that hadn’t come out yet, and we happened to wear a lot of pink for the first time.” Although it was important for them to have different takes, the color united them at the same time.
The release of Pink Venom on Friday morning will provide the first real indication of how Blackpink’s popularity has skyrocketed during the pandemic. discovered.
For Cadwallader, it makes perfect sense. It really fascinates people. Every girl is beautiful in a different way — there’s something about them that makes them attractive.