For luxury brands, marketing, advertising and content sharing activities need to be carefully moderated because they risk losing their brand image at any time. However, for a brand with an independent, unlisted operating model under a single owner like Chanel, the company has always maintained the brand’s identity and heritage value after all these years.

One of the company’s efforts to maintain its iconic character is to “choose a representative” for a “living icon” – someone who will represent the image and lifestyle of the brand. With the explosive growth of the Hallyu wave, international fashion brands have in turn chosen Ambassadors from Korea and maintained long-term cooperative relationships. Prominent among them is female singer Jennie (BlackPink) and her association with Chanel. Since her debut, Jennie has become a famous representative of the company with the nickname “Human Chanel” (roughly translated: living Chanel), according to SCMP.

Not every artist who wears the brand’s clothes has the opportunity to become an Ambassador. In the period 2017 – 2018, BlackPink had just debuted. Despite impressing the public with her outstanding talent and temperament, it is unthinkable for a girl who debuted less than 3 years ago like Jennie to become an Ambassador. Therefore, Chanel chose to contact Jennie through each event.

Since 2017, Jennie began to appear at many large and small events of Chanel in Korea. It can be said that every time Chanel x Jennie appears, keywords about the brand and the female singer stir up social networking platforms.

Jennie appeared at Chanel’s Mademoiselle exhibition in Seoul in 2017

Not only in the Fashion segment, Jennie also cooperates with Chanel in many other categories. Since November 2018, the female singer has marked her partnership with Chanel’s Coco Crush jewelry line through the cover of W Korea magazine, and also participated in Coco Crush’s event in Korea.

Jennie promotes her jewelry line on the cover of W Korea

In 2019, Jennie was invited to attend the brand’s Fall – Winter collection show in Paris. The event had the participation of many famous faces around the world such as Kristen Stewart, Nana Komatsu, Liu Wen,… Not long after the end of the show, Chanel posted a photo of Jennie with the caption: “House Ambassador Jennie Kim attended the show at the Grand Palais in Paris” (roughly translated: Ambassador Jennie Kim attended the show at the Grand Palais, Paris). Thus, after many years of collaborating with the company in many different categories, Jennie has become the second Korean representative after G-Dragon to hold the title of Chanel Ambassador.

Chanel’s Instagram announcement post

Since officially becoming the brand’s Ambassador, Jennie has worn the company’s products everywhere. When she performed, the Chanel outfits were mixed and redesigned by Jennie’s stylist team to suit the female Ambassador. Here, she demonstrated the elegance and fashion of Chanel under the spotlight.

Because of its luxurious image, a part of users feel that luxury brands like Chanel are beyond their reach. However, when worn by stars every day, fans will actively seek out and be willing to spend money on products. Not only does she show up at the airport, Jennie also regularly checks in with Chanel on social media posts. By regularly wearing the products in everyday life, she has proven the applicability of Chanel in many different situations.

After signing a cooperation contract with Jennie, Chanel not only witnessed growth in revenue but also in recognition and media value. As a member of the famous group BlackPink, Jennie has a strong influence. At the end of 2021, KBS’s All Year Live program revealed Jennie as one of the Kpop stars dominating the global advertising industry. She ranked 6th in the top celebrities earning the most advertising money in Korea in 2021 with an estimated profit of about 4 million USD.

In September 2023, fashion magazine WWD announced a list of the top 50 most powerful women in the fashion industry in 2023. Notably, female singer Jennie appeared on the list when carrying out campaigns Successfully served as Ambassador of Chanel and Calvin Klein. Specifically, WWD praised Jennie as a powerful figure in the fashion world as “one of the last Chanel muses chosen by Karl Lagerfeld and the face of CK”. The magazine cited Jennie’s presence at Paris Fashion Week as creating $4.5 million in media value (Media Impact Value), accounting for 17% of Chanel’s value.

According to Instagram statistics in January 2024, Jennie is the Kpop female artist with the most likes on the platform with 139 posts, reaching a total of 905.4 million likes – numbers that prove her appeal to Instagram fans. global audience. At the present time, Jennie has reached 83.6 million followers on Instagram.

With such a large number of fans, Jennie’s “every move” attracts a lot of attention from viewers. This is a big plus for brands cooperating with Jennie. For example, with the post showing off the image of her wearing a classic Chanel dress to attend the Met Gala, she attracted 9.3 million likes and nearly 100 thousand comments.

Throughout the years of cooperation, Jennie has participated in many campaigns in many fields of Chanel: fashion, handbags, jewelry, beauty,… In 2021, Jennie first became the representative face of Chanel. the company’s Coco Neige global campaign. At this time, the image of the Ambassador is all over the website and Instagram, and is also displayed at Chanel boutiques in Paris, Germany, Hong Kong,…

Grasping that attraction, Chanel has continuously invited Jennie to accompany Coco Neige from 2021 until now. Every year, this luxury fashion house launches a global campaign featuring the Ambassador. This has contributed to a significant increase in the company’s sales of high-end watches and jewelry. Jennie’s strong influence was also mentioned by Chanel Korea in its financial report published on April 14, 2023.

CHANEL’S SUCCESSFUL CAMPAIGNS WHEN COOPERATING WITH JENNIE

Also in April 2023, the brand attracted attention when it launched a campaign to promote a handbag model in collaboration with Jennie. In the TVC, the female Ambassador told the story of the character’s inner self: sometimes gentle, but also full of individual and rebellious moments. Accompanying the character’s different styles is the luxurious Chanel 22 bag. Thereby, the fashion house shows that Chanel 22 is a symbol of continuous innovation. Incidentally, female singer Jennie also has something in common with this product when her first solo song was released when she was 22 years old. For Jennie, the number 22 symbolizes a new beginning.

Not only launching TVC, Chanel also “played big” and rented a series of billboards in Japan, England, Singapore, Spain, Italy,… to promote the campaign image, make the campaign famous and Jennie quickly entered the market. top trending on platforms like Weibo and X.

To date, Jennie has cooperated with Chanel for 7 years and approximately 10 large and small campaigns. Not many Kpop artists can cooperate long-term with such a luxury fashion house. The company also regularly sponsors magazine covers, sends luxury gifts and invests in custom-made designs every time female artists appear at famous events. In return, the female singer always causes a stir every time she appears with Chanel items, bringing great reputation to the brand.