Blackpink’s Lisa sparks sell-out trend for Vietnamese brand

By Trang Shaelyn   March 5, 2024 | 06:00 am PT
Vietnamese fashion label BEAT Unbeaten saw its hoodie design sell out rapidly after being donned by Lisa of the K-pop group Blackpink at a concert by American singer-songwriter Taylor Swift in Singapore.
Lisa of the K-pop group Blackpink. Photo from Lisas Instagram

Lisa of the K-pop group Blackpink. Photo from Lisa's Instagram

During her attendance at Swift’s "The Eras Tour" performance on Sunday, the Blackpink member chose a striking yet straightforward ensemble by pairing the Vietnamese-made hoodie with a leather skirt.

Her appearance at the event quickly climbed to the top of the most-searched topics in the entertainment section of Weibo, a leading Chinese social media platform.

The race among fans to acquire her look led to the immediate sell-out of the hoodie. A representative from the brand reported that the website received an unprecedented surge in traffic after Lisa was seen at Swift’s concert. In addition, the sought-after hoodie, priced at VND740,000 (approximately US$30), sold out on all the brand’s selling channels.

Lisa’s choice of Vietnamese fashion brands is not new. Over the last two years, she has been seen wearing their designs frequently in her everyday life, as well as during stage performances and in music video productions.

Reports also suggest she visited Ho Chi Minh City in October last year, where she allegedly explored and shopped at several local fashion outlets.

Born Pranpriya Manoban in Thailand, the 27-year-old singer joined Blackpink in 2016 and embarked on her solo music journey in 2021 with her album "Lalisa."

In 2023, she earned the title of the first K-pop soloist to hit over 1 billion streams on Spotify with her single "Money."

Lisa has also made significant contributions to the fashion world, serving as a global ambassador for high-end brands such as Celine and Bulgari. She has amassed a huge following on social media, with over 101 million followers on Instagram.

After her contract with YG Entertainment ended, she established her own agency, LLOUD, as reported by Korea JoongAng Daily in February.

Taylor Swift, 35, first rose to fame in the country music scene before transitioning to pop music. She has released a total of 14 albums throughout her career, including four re-recorded versions known as Taylor’s Version.

Following the triumph of "The Eras Tour," Forbes valued her net worth at US$1.1 billion, and Time magazine honored her as the "Person of the Year" for 2023.

Her Singapore concert, scheduled for March 2-4 and March 7-9, marks the only stop in Southeast Asia for "The Eras Tour." This exclusivity has resulted in several impacts, notably a surge in flight costs to Singapore from numerous Southeast Asian nations, including Vietnam.

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