BLACKPINK’s Jennie wore three items from Korean brand GLOWNY—a baby blue T-shirt, an outer jacket, and a skirt—during her visit to New York. Photos she posted on Instagram of the ensemble reportedly led to those pieces selling out in under a day. The sudden demand across GLOWNY stores shows the immediate impact of her personal style choices.
This instance was one among numerous occurrences of what the fashion industry has come to call the “Jennie Effect.” In April 2020, her collaboration with Gentle Monster, the “Jentle Home” eyewear collection, sold out within hours and crashed the brand’s website upon release.
Later in 2022, a quilted shoulder bag by COS that she was seen carrying became known as the “Jennie bag,” sold out entirely, and triggered numerous replicas by smaller retailers.
Earlier this year, she again influenced sales when a lacy $16 tank top from brand Cider sold out immediately after she wore it, as noted by Rolling Stone coverage. Similarly, a Calvin Klein capsule collection tied to Jennie crashed the brand’s site and sold out within seconds of launching.
Other fashion items affected by Jennie’s visibility include Adidas’ Samba ADV Black sneakers. After she posted them on Instagram last year, fans lined up at stores and prices soared—reportedly increasing by six times their original retail price.
Additional impacted items include a jacket from Helmut Lang, a necklace valued at around USD 77,000, and accessories from brands like Balmain and Chanel, all cleared from shelves shortly after Jennie wore them.
Meanwhile, BLACKPINK girls are in the US for their world tour, Born Pink, and are scheduled to hold shows in San Francisco and LA on August 22 and August 26.
