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Why Chanel loves Jennie of Blackpink

  • Published : Jan 4, 2019 - 17:16
  • Updated : Jan 4, 2019 - 17:33

When Jennie of popular girl band Blackpink turned Chanel’s white tweed long jacket into a short dress -- cleverly matching it with a gold belt from the same brand -- critics and fans praised the 22-year-old star’s impeccable style. She is even affectionately called “Human Chanel” for her seamless fit with the brand’s elegant image.

While celebrities’ obsession with the French luxury house is nothing new, Jennie is gaining a new level of attention for her fashion sense that blends with the brand’s classic and contemporary cool style.

Last year, Chanel Korea picked Jennie as a brand ambassador and the model for its cosmetics line Chanel Beauty. Since then, the K-pop darling has been invited to sit frontrow at the Chanel show at Paris Fashion Week in October, and graced the cover of fashion magazines while flaunting the interlocking C logo.

“Chanel aims for modernity,” a Chanel Korea spokesperson said. “Young and trendy millennials are our target customers, in addition to our existing consumers. We are very interested in stylish K-pop stars. Jennie’s loyalty to the brand as well her trendy style matches well with Chanel’s image.”

Here are some reasons why the French fashion powerhouse is in love with Jennie.

Jennie (Chanel)

1. Classic becomes trendy

Jennie can look decidedly edgy and trendy in a Chanel classic: the tweed jacket also worn by Jacqueline Kennedy and Hollywood A-listers. She took on sailor chic in Chanel’s tweed skirt suit from pre-fall 2018 collection by taking off the flashy necklace and shoes from the runway to give a more casual look. During the latest Paris Fashion Week, she won rave reviews among fashion watchers for her simple yet refined styling -- a light blue tweed suit and mini purse.

Jennie's Instagram

2. Mix and match

Jennie is not afraid of mixing old and new, casual with ritzy. She was spotted with a white off-the-shoulder knitted sweater with a red Chanel logo and light jeans, mastering laid-back luxury style. Another time, she wore a white ruffled blouse from Chanel with light blue jeans, matching them with a white mini bucket bag from the label for a strong airport look. She also mixed a black crop top with Chanel’s tweed jacket and white high-waisted pants. Chanel Korea said most of the clothes worn at the brand’s official events are sponsored by the brand, while for most of her daily looks are from her own wardrobe.

Jennie (Chanel)

3. Love for Chanel on Instagram

Jennie is not shy about expressing her love for Chanel on Instagram. On many of her posts, she is either carrying a Chanel purse, wearing Chanel apparel, posing with Chanel’s signature No. 5 perfume, or openly mentioning her love for the label. With more than 11.3 million followers, Jennie’s posts have great impact on the coveted younger demographic that Chanel is trying to reach, to raise brand awareness and drive sales.

Jennie's Instagram

4. G-Dragon’s hiatus?

Before Jennie, there was Kwon Ji-yong, or G-Dragon -- a Chanel brand ambassador and known as Karl Lagerfeld’s favorite. Able to pull off wearing a womens’ tweed jacket and signature Chanel logo necklace, G-Dragon was a front row fixture at the brand’s shows, up until his mandatory military enlistment in February. With the Big Bang fashion icon away, his younger YG labelmate has taken the limelight as Chanel’s rising fashion muse in K-pop.

By Ahn Sung-mi (sahn@heraldcorp.com)

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