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Did someone say Blackpink in your area?
They may be the most powerful girl group in the world. But in the last two months, the four members of K-pop group Blackpink — Jennie, Jisoo, Rosé and Lisa — have individually been on a tear. They each released their own solo albums; Lisa appeared in season three of The White Lotus; Jennie became the latest face of the Chanel 25 handbag; Rosé topped the charts with ‘APT’ featuring Bruno Mars at number two on the Billboard Global 200; while Jisoo completed her Asia tour — Lights, Love, Action! — following the release of her Amortage EP, and was cast in Korean drama series Boyfriend on Demand. Soon, following months of solo stardom, the four will reunite for a major Blackpink world tour, kicking off in July.
Since their explosive debut in 2016, Blackpink has dominated the K-pop genre. But unlike many K-pop bands, the group has also cracked the international music scene, to become the biggest girl group in the world. With a combined reach of 412.6 million across the band and individual Instagram pages, and a combined 151.7 million followers on TikTok, the influence of Jennie, Jisoo, Rosé and Lisa is undeniable, presenting a major opportunity for brands that align.
The group’s mega-reach is the sum of its parts. As the Blackpink fandom (the Blinks) has grown globally over the last decade, each of Blackpink’s members have been tapped by some of luxury’s biggest names, including Chanel, Dior, Saint Laurent and Tiffany. As they continue to hone their individual careers alongside the band, the quartet are creating more opportunities than ever for brands to sign them, dress them and align with their hefty fandoms.
Blackpink’s superpower is the individuality of its members. “Korea is very collectivist; for most groups, you don’t have a particular member who stands out… Blackpink is different,” says Hana Tolio, founder of The Art of Jeong, a cultural marketing agency based in Belgium. “They have four members who are very individually promoted, which you don’t usually get in South Korea. They each have their own personalities; none of them overlap. That individuality made them an international success in the Western world.”
Shaney Hwang, marketing coordinator at CJ ENM, which produces KCON, a global event platform celebrating K-pop and Korean culture through concerts and cultural experiences, explains that much of Blackpink’s appeal lies in its “seamless hybridisation” of Korean and Western pop attitudes, combining traditional K-pop choreography with striking visuals and personal branding. “Their success is due to the reciprocal effort between the group and their fans, who support them by attending concerts, purchasing luxury items [they promote] and amplifying their influence through online communities.”
Now, as the four members pursue solo endeavours, their influence has grown even stronger, extending beyond music into fashion, acting and luxury, with each member building their own empire and shaping global trends. And with a world tour on the horizon, brands are likely planning their next moves to harness their star power.
Jennie
Korean born rapper and singer Jennie Kim grew up in New Zealand, before returning to South Korea to pursue music, auditioning for Blackpink owner YG Entertainment in 2010. She’s known for her powerful, fast raps in songs like ‘Ddu-Du Ddu-Du’ and new solo record ‘Like Jennie’; her supporting role in divisive series The Idol, alongside The Weeknd and Lily-Rose Depp; and her critically acclaimed debut album Ruby, released last month, featuring collaborations with Doechii, Dua Lipa and Childish Gambino.
Jennie has become a defining figure in fashion in recent years. She was tapped as a Chanel global ambassador in 2019, after two years of working with the house (several outlets have even dubbed her the “human Chanel”). Since, she’s become integral to the brand’s contemporary image, fronting several campaigns, from ski collection ‘Coco Neige’ (2021-22) to jewellery collection ‘Coco Crush’ (2022-present). “Jennie’s partnerships with Chanel appeal to a demographic who loves elegant luxury with a playful side,” says Arthur Sabalionis, CEO of creative marketing agency AJ Marketing. In March 2025, she was unveiled as the face of the Chanel 25 handbag campaign, joining Dua Lipa in a high-profile global rollout, which garnered a total of 9.3 million views and 460,000 likes on the brand’s Instagram.
Her fashion credentials don’t stop there. Jennie was tapped as a global brand ambassador for Calvin Klein in 2021; in 2023, she released a limited-edition capsule, featuring matching bralettes and bottoms, dresses and casual separates. Selling out in just one second — Launchmetrics disclosed the brand generated $8.6 million in media impact value (or MIV, which calculates the monetary value of posts, article mentions and social media interactions) from the Jennie capsule — the release placed her third in the brand ambassador ranking, following actor Jeremy Allen White and fellow K-pop superstar Jungkook from BTS. Meanwhile, Jennie’s Gentle Monster sunglasses collaborations have also consistently sold out.
Even without formal ambassadorships, Jennie’s organic endorsements drive significant brand momentum. In December 2023, she starred in Jacquemus’s ‘Guirlande’ holiday campaign, generating 4.2 million likes and a 5.12 per cent engagement rate from a single post on the day of its drop. (Average engagement for influencers or talent sits at around 2 per cent, according to influencer marketing platform Lefty.) She later closed the Jacquemus 15th-anniversary show in June 2024, marking her runway debut.
When Jennie wore KOI sneakers during Blackpink’s 2021 online concert, The Show, they became an instant hit. “The style quickly gained traction across K-pop forums, and we decided to honour that by renaming them the Jennies,” Uzair Ahmad, creative director of KOI, tells Vogue Business. “Off the back of the exposure, we were approached by several agents and distributors.”
Jisoo
Kim Jisoo was born and raised in South Korea, joining YG Entertainment in 2011 to become the lead vocalist and visual of Blackpink. Her solo EP Amortage charted in Japan and Switzerland, alongside featuring on the US Top Album Sales chart. Jisoo has since focused on her acting endeavours, debuting in 2021 on JTBC television series Snowdrop.
Jisoo’s strategic positioning in the luxury sector has made her one of the most valuable brand ambassadors in fashion. Since joining Dior Beauty as a local ambassador in 2019, she rapidly rose through the ranks, becoming a global ambassador in March 2021. “Jisoo is the only [Blackpink] member who was born and raised in Korea and never left,” Sabalionis says. “She appeals to the ultimate Korean beauty… with softer colour palettes and elegant vibes.” Dior regularly takes the top spot in Vogue Business’s ‘Who won fashion month on social media’ reports, with Jisoo driving a large portion of the MIV. For the Autumn/Winter 2024 season, Jisoo posted three times about the Miss Dior-themed show, generating $11.8 million in earned media value (or EMV, which is the equivalent ad spend to generate the same level of engagement) for the house, 26 per cent of the brand’s total.
Jisoo’s impact extends beyond Dior. In May 2022, Jisoo became a global ambassador for Cartier, where it was reported she contributed 45 per cent of the brand’s total EMV that year through 12 Instagram posts and 24 stories, according to Lefty.
In 2024, Lefty named Jisoo the Top Fashion Influencer in Luxury, generating $227 million in EMV with a 5 per cent engagement rate. Additionally, Jisoo was titled one of the Top Beauty Influencers, alongside Hailey Bieber, Kylie Jenner and Ariana Grande — all of whom have launched their own beauty brands. At SS25 New York Fashion Week, her collaboration with Tommy Hilfiger further solidified her commercial power, bringing in $8 million EMV and 6 per cent of the event’s total media impact.
Rosé
Rosé, born Roseanne Chae-Young Park in New Zealand and raised in Australia, joined YG Entertainment in 2012. As Blackpink’s main vocalist and lead dancer, she’s celebrated for her distinctive, emotive voice and songwriting, with Blackpink tracks such as ‘Lovesick Girls’ earning widespread acclaim. Her debut album Rosie leans into more emotional songwriting, as opposed to Blackpink’s anthemic pop, with hit single ‘APT’ being the exception.
Rosé’s relationship with Saint Laurent began in 2020, and her connection with creative director Anthony Vaccarello has seen her front campaigns such as the recent ‘Love Letters’ project, where she reads aloud Oscar Wilde’s letter to Lord Alfred Douglas. She even made history in 2021 as one of the first female K-pop idols to attend the Met Gala with the brand. “Rosé is youthful, elegant and preppy. She loves a neutral colour palette,” notes Sabalionis. “She appeals to a demographic that views luxury in a reserved, simpler way.”
Rosé’s impact at Tiffany has been just as significant. Since becoming a Tiffany Co ambassador in 2021, Rosé helped drive $36.4 million in revenue at the brand’s ‘Vision Virtuosity’ exhibition and accounted for 13 per cent of its total EMV in 2022, as reported by Lefty and Karla Otto. In a rare move and in no doubt to honour their successful collaboration, Tiffany’s unveiled the Tiffany Lock Rosé Edition in September 2023, with $30,300 worth of the collection reportedly sold online and in stores within minutes of its October release in 2023.
As of January 2024, Rosé had generated a staggering $550 million in EMV across her brand partnerships with Saint Laurent, Tiffany, Rimowa and Sulwhasoo. A figure that placed her as the second most impactful celebrity globally that year, just behind Kim Kardashian — and notably, the first artist and Asian to ever reach that milestone.
Most recently, Rosé joined Skims for the brand’s Valentine’s Day campaign, where she followed the likes of Sabrina Carpenter, Lana Del Rey and Charli XCX as the brand continues to spotlight the biggest pop stars of today. The campaign generated $13.7 million in EMV, according to Lefty.
Lisa
Lalisa Manobal, better known as Lisa, is the youngest member of Blackpink, hailing from Thailand. As the group’s main dancer and lead rapper, she joined YG Entertainment in 2011, after becoming one out of 4,000 applicants to pass the 2010 YG audition in her home country. Lisa is known for her exceptional dancing where she dominates the stage with fierce performances, as well as her sharp rap style showcased in songs like ‘Rockstar’ and ‘Kick It’.
Upon embarking on her solo career, she headlined the Victoria’s Secret Fashion Show in 2024 and made history as the first K-pop artist to perform at the Oscars, generating over 446,000 mentions online during the event and becoming the most talked-about attendee of the night. Her debut album Alter Ego explored Lisa’s fame and success through a series of alter egos, featuring tracks with the likes of Megan Thee Stallion, Tyla, Raye and Doja Cat.
As of July 2024, Lisa has been a house ambassador for Louis Vuitton, having concluded a three-year ambassadorship with Celine in June 2024. “Lisa is bold. She’s luxurious, loud and edgy… she affirms what TikTok would call ‘black cat energy’ through her style and fashion,” comments Sabalionis. This sentiment is echoed through her long-standing partnership with Bvlgari, where she has served as global brand ambassador since 2020.
Her latest milestone is a breakout role in HBO’s The White Lotus. “I do love how they are being recognised as global celebrities, rather than just K-pop idols,” Sabalionis says. At the series premiere, she wore a custom Miss Sohee silk-chiffon gown, while her Vanity Fair Oscars Party look from the brand’s SS25 collection ranked as the second top-performing post of the night, generating $2.66 million in MIV, per Lefty. “[Lisa] embodies the essence of modern couture — fearless, sophisticated and unapologetically herself,” founder and creative director Sohee Park tells Vogue Business. “Lisa is not just a muse; she is a force — someone who redefines the boundaries of fashion with every appearance.”
CJ ENM s Hwang reflects on the moment the members joined their respective fashion houses, noting how, despite its predominantly Gen Z following, Blackpink successfully bridged the gap between youth culture and luxury. This was made possible through K-pop’s unique culture of fan engagement, with accessible interactions at global stages like KCON.
With a world tour on the horizon, 2025 promises even greater media attention for the group. “As they’re reaching 27 and 28 years old, this might be one of their last tours. I think it was done to please the fans… physically, it’s draining,” Tolio explains.
Still, placing brand momentum in the hands of a few high-profile figures comes with its responsibilities. Recently, resurfaced pre-debut videos showed Jennie, Lisa and Rosé using an offensive term during their teenage training years under YG Entertainment. While it wasn’t covered by any major media outlets and the footage is not currently discoverable online, fans expressed disappointment, arguing that given the two grew up in English-speaking countries, they should have known better.
The moment served as a reminder that global popularity does not exempt anyone from accountability. For brands, it underscores the need to consider not just influence and reach, but the values and histories of the individuals they elevate.
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