K-pop star Jennie becomes Chanel brand ambassador

K-pop star Jennie, 25, nicknamed Coco Jennie, has become Chanel's global brand ambassador. Jennie's youthful style and musicality have won over the French label. Always on the look-out for new trends, Chanel is adapting to the changing times to make inroads with Millennial consumers.

K-pop is a musical phenomenon combining various South Korean music styles that is becoming increasingly popular and influential in the West. Blackpink, the K-pop girl band featuring Lisa, Rosé, Jisoo and Jennie, is hugely popular and an outspoken campaigner against hate, promoting harmony and now turning to the world of fashion.

Especially Jennie, who is starring as the face of the Coco Neige collection 2021-22, on sale from September 28, a sportswear-inspired collection steeped in the luxurious style typical of the iconic French label founded by Coco Chanel.

Jennie, who is also the ambassador of Chanel Beauty in South Korea, naturally identifies with this mountain resort-inspired collection. “I love going out in the snow and practising winter sports. I really like how snow makes you feel. Wearing these clothes makes me think I'm ready to go skiing tomorrow,” said Jennie in a press release.

In 2019, during a photo shoot for Elle magazine, the art director nicknamed her ‘Coco Jennie’ for how stylishly and powerfully she embodied Virginie Viard's creations for Chanel.

An ability that has now made her a global brand ambassador for the French luxury label.