BLACKPINK’s Jennie has quietly shifted the balance of the fashion and tech worlds with just a single appearance at a Ray-Ban event.
Earlier this month, she was seen at Ray-Ban’s pop-up store in Seoul, wearing the brand’s “Wayfarer Puffer Black” sunglasses and tagging them on Instagram with #rayban.
She was the only Korean artist invited by the brand; no other celebrity attended the pop-up event. The post strongly suggested that her modeling contract with Gentle Monster had expired, since such agreements usually prevent wearing a competitor’s products.
Jennie’s departure is significant because she helped define Gentle Monster’s global image. Since joining the brand in the late 2010s, she became closely tied to its identity. Sunglasses she endorsed with ‘Jentle Salon’ collections became bestsellers around the world.
This influence fueled international growth, led to a 60 billion won investment from luxury giant LVMH, and pushed parent company I.I. Combined to report sales of 789.1 billion won in 2024, with overseas revenue making up 38 percent.
Industry watchers note that Jennie was not just an ambassador but almost synonymous with Gentle Monster among the MZ generation.
Her exit matters even more now because Gentle Monster is part of a three-way alliance with Google and Samsung Electronics. Last year, Google invested 145 billion won for a 4 percent stake in the brand to strengthen cooperation on Android XR smart glasses.
Under the plan, Samsung would provide hardware, Google the operating system, and Gentle Monster the design. Jennie’s global influence was seen as an advantage that could make these devices desirable as lifestyle products. Without her, Google and Samsung face an unexpected challenge as they prepare to launch.
Meanwhile, Meta has been expanding its collaboration with Ray-Ban, which already dominates the smart glasses market with more than 70 percent of global shipments. Jennie appearing in Ray-Ban products could tilt momentum further toward Meta.
If she formally becomes a Ray-Ban ambassador, Meta would gain not only a powerful brand but also one of K-pop’s most influential figures. There is no doubt she has the power to sway consumers worldwide.
Gentle Monster has worked with many global stars, including soccer star Son Heung Min and Tilda Swinton. Reports suggest aespa’s Karina may take over as the new face. But matching Jennie’s unique impact will be difficult.
The phrase “Gentle Monster equals Jennie” has been widely used among fans and consumers, and shows how closely she was linked to the label’s image.
The smart glasses market is becoming increasingly competitive, with Apple planning its own AI-powered glasses by the end of next year. Google, Samsung, and Gentle Monster have not yet announced a release date for their product. Success may now rely less on celebrity endorsements and more on the glasses’ practical features, including AI integration, real-time translation, and navigation.
However, without Jennie, the partnership loses a figure who could attract global attention and fan support.
