Blackpink’s Jennie drives Vietnamese fashion brand to sell out in 15 minutes

Jennie shared several snapshots and a video where she was seen promoting an upcoming eyewear collection in collaboration with Gentle Monster on her Instagram account on Saturday.

Blackpink’s Jennie wearing a skirt from Vietnamese fashion brand LSEOUL. Photo from Jennie's Instagram

It didn’t take long for keen fashion observers to notice that her skirt was from the Vietnamese brand LSEOUL, retailing for VND980,000 (US$38.5). The brand has also been favored by other South Korean celebrities, including Miyeon from the girl group (G)I-DLE and singer IU.

Following Jennie’s feature, LSEOUL reported a surge in orders for the skirt she wore, with all 2,000 units in stock selling out in roughly 15 minutes. The buyers were not limited to Vietnamese customers but included Thai fashion enthusiasts as well, according to the brand.

Jennie has been widely recognized for her influential fashion sense, with numerous trends she adopts quickly selling out.

Reports from Vogue Korea and Vogue Business indicate that Jennie’s public appearances considerably elevate search interest, sales, and social media engagement for the brands she represents.

Her appearance at the 2023 Cannes Film Festival in Chanel attire significantly contributed to the brand’s Media Impact Value (MIV) at the festival. WWD noted that Chanel ranked fourth among brands with the highest MIV, amassing US$26.2 million, of which Jennie’s presence accounted for US$1.9 million.

Born Kim Jennie in Seoul, the 28-year-old singer spent five years in New Zealand for her education before returning to South Korea to debut with Blackpink in 2016.

In 2018, Jennie embarked on a solo music career, releasing her single "Solo." Her latest track "You & Me" has attained international success, including topping the UK Singles Downloads Chart, making her the first Korean female solo artist to do so.

Beyond her music career, Jennie has made significant strides in the fashion world. She acts as an ambassador for brands like Chanel and Calvin Klein.

Her net worth is estimated to be around US$10 million, excluding inheritance, according to the South China Morning Post. It is alleged that her mother is a shareholder in CJ E&M, a leading entertainment conglomerate in South Korea.