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On September 23rd, 2021, South Korean superstar Jennie Kim from worldwide phenomenon BLACKPINK graced the front page of Chanel’s website. Wearing a hot pink tank top with matching jog pants and completing the look with a puffy coat, she took over the reins of Global Face of the Chanel Coco Neige campaign.
Jennie is only the second woman of Asian descent to globally represent Chanel in the brand’s history. She first joined the French label back in 2017 as a brand ambassador, and ever since fans and fashionistas cannot get enough of her.
Shot by famed Dutch duo Inez & Vinoodh, the Chanel Coco Neige collection is an ode to winter sports, using high-end materials and new technologies to showcase an Alpine lifestyle worthy of the double-C. Previously represented by Margot Robbie, the torch is now handed to Jennie who embodies a fresh kind of girlishness with a dash of sexy to attract a younger demographic.
This move signals the House of Chanel recognizing the selling power of Korean idols, as many other fashion houses have done the same. Easily recognizable and extremely popular with the current youth generation, Korean celebrities are set as the new ideals of beauty, replacing old Western standards.
As Fashion Week continues in Paris, Jennie will soon be joined by all her BLACKPINK bandmates since they each represent individual French designers. Rosé and Jisoo, ambassadors to Yves Saint-Laurent and Christian Dior respectively, landed together a few days prior to Jennie. Meanwhile, Lisa is promoting her smash solo single “LALISA” back home and is scheduled to arrive in the City of Lights by the 4th of October to represent Céline.