BLACKPINK member Jennie has recently ended partnerships with several major brands, leading to widespread online discussion. Supporters of the K-pop star argue that these changes reflect her growing status and shifting career priorities rather than any loss of influence. Jennie concluded her long-standing collaboration with Korean eyewear brand Gentle Monster, a partnership that began in 2020 and produced three highly successful collections. This move follows other brand changes, with aespa’s Karina now serving as Gentle Monster’s new muse and Stray Kids’ Felix taking over Jennie’s roles as model for Tamburins and Hera.
Fans have actively defended Jennie on online forums, suggesting that the reshuffling is a natural part of the industry. Many believe that her increased value and marketability allow her to be more selective with partnerships. A post on Pann, a Korean online forum, about the idol’s brand ambassador roles went viral, gaining over 78,000 views. The debate centers on whether brands decided not to renew contracts or if Jennie herself chose to pursue different directions. Supporters emphasize that her influence remains significant, pointing to her recent appearance at a Ray-Ban event in Seoul as evidence of her continued appeal to global brands.
Brand Collaborations Conclude After Successful Runs
Jennie’s collaboration with Gentle Monster was widely praised for its creativity and impact. The partnership generated unique concepts and immersive pop-up experiences that boosted the brand’s global recognition. Collections like Jentle Home and Jentle Salon became particularly popular among fans and consumers. Despite this success, the partnership concluded, and Gentle Monster has introduced aespa’s Karina as its new muse. Reports also suggest that Karina may soon become the face of Chanel Beauty, a brand that Jennie has long been associated with.
Similarly, Felix of Stray Kids has taken over as the model for both Tamburins and Hera, replacing Jennie in those campaigns. These changes have sparked speculation about the reasons behind the endorsements shifting to other artists. Some online commentators have interpreted the updates as Jennie being dropped by these brands. Others argue that contract conclusions are common in the fashion and beauty industry and do not indicate any negative change in her status.
One fan commented on Pann saying, “Thanks to Jennie, their brand recognition has risen to some extent, and even if they wanted to renew their contracts, they couldn’t afford the price, so they changed to the next generation. Honestly, everyone admits that Jennie grabbed Hera and Zenmon by the scruff of the neck and increased their brand value, right?”
Another netizen wrote, “There’s nothing funnier than saying that the advertisement was cut off. It’s just a good breakup because the contract period is over, and it’s surprising that there are cases of long-term contract extensions.”
Supporters Point to Jennie’s Evolving Career and Priorities
Many fans believe that Jennie’s current status allows her to choose roles that align with her evolving image rather than chasing every brand partnership. They argue that financial factors, shifting marketing strategies, and the natural cycle of endorsement renewals likely played a role in these decisions. Supporters highlight that her influence on sales and cultural trends makes her a valuable partner, suggesting that brands would not willingly end relationships without good reason.
Jennie’s recent activities support the idea that she is exploring new opportunities. She attended a Ray-Ban event in Korea on September 4, fueling speculation about a potential partnership with the brand. For the appearance, she chose a minimalist, monochrome outfit featuring a light grey turtleneck and dark grey shorts paired with knee-high boots and signature Ray-Ban sunglasses. This has led to rumors that she may become the next ambassador for Ray-Ban following her collaboration with Gentle Monster.
Additionally, Jennie is reuniting with the audio brand Beats for a special edition of the Solo 4 headphones. The collaboration was officially announced on September 2, 2025, with the headphones set to release on September 5. These developments suggest that she continues to attract significant brand interest and is expanding into new areas.
Industry Experts Note Common Contract Cycles and Strategic Shifts
The fashion and beauty industry often sees brands refreshing their ambassador lineups to stay relevant and align with current trends. Contract conclusions are a normal part of this process, and long-term extensions are relatively rare. Some netizens have pointed out that after seven years with certain brands, a change can benefit both the artist and the company by preventing consumer fatigue and introducing new energy.
Jennie’s impact on the brands she worked with is widely acknowledged. Her collaborations were known for transforming labels into global names through her star power and cultural impact. This makes it unlikely that brands would discontinue partnerships without considering the potential consequences. Instead, the changes may reflect mutual decisions based on evolving goals and strategies.
A netizen mentioned, “If Jennie has been a model for 7 years, it’s time to change her image. If the company continues to stick with the same model, the company will fail. Fashion and beauty are the most sensitive to trends, and she has been with Hera for so long that it’s boring, so now she’s slowly moving on to another brand.”
Another person added, “It’s true that Hera became popular among the younger generation thanks to Jennie, and Jenmon is famous?? That would be only for those who were interested in it in the first place, but it’s true that the general public became popular thanks to Jennie.”
Jennie’s Upcoming Projects and Group Activities
Despite the changes in brand endorsements, Jennie remains busy with both group and solo activities. She is set to rejoin BLACKPINK as their Deadline world tour resumes after a month-long hiatus. The Asian leg of the tour begins in Kaohsiung, Taiwan, on October 18 and 19, 2025. The group will then perform in Bangkok, Jakarta, and Bocaue before ending the tour in Singapore.
Her solo projects also continue to move forward. Jennie’s presence at the Ray-Ban event and her collaboration with Beats indicate that she is exploring new partnerships that may better align with her current interests. These steps show a strategic shift in her career, focusing on opportunities that offer fresh creative challenges and global reach.
The online debate about Jennie’s brand ambassador changes highlights the strong interest in her career moves. While some netizens speculate about the reasons behind the shifts, fans consistently support her decisions and emphasize her unmatched influence. The discussion reflects broader patterns in the entertainment industry where artist-brand relationships are closely watched and often misinterpreted.
Jennie’s ability to drive brand recognition and value remains a key point in her favor. Her supporters argue that she has reached a level of success where she can prioritize projects that resonate with her personal and professional growth. This perspective is shared by many industry observers who see the recent changes as part of a natural progression rather than a decline in her marketability.
The ongoing support from fans underscores their commitment to defending her achievements and future potential. As Jennie continues to evolve as an artist and businesswoman, her choices will likely continue to spark discussion and admiration in equal measure.
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