That the world loves K-pop is hardly news.
Korean pop is a multi-billion-dollar industry. Groups like BTS and BLACKPINK have topped international charts, sold out in stadiums around the world, nabbed prestigious music awards, and fronted global campaigns of fashion’s most influential names.
Speaking of celebrity ambassadorship, the latest K-pop star to partner with an iconic brand is member of girl group BLACKPINK and solo artist, ROSÉ, who has been signed on as the new face of Tiffany & Co.’s 2021 HardWear digital campaign. “I’ve always loved wearing Tiffany jewellery,” says the 24-year-old. “To be part of an iconic brand that has been part of my life for a long time makes it that much more special to me. I am very honoured and excited to be a part of the HardWear campaign and I can’t wait for everyone to see it.”
ROSÉ, who has close to 40 million followers on Instagram, was chosen for “her bold personality and modern style influence — as someone who embodies the attitude and identity of the collection,” says Tiffany in a press statement. Known for her edgy-yet-elegant style, ROSÉ looks picture-perfect with the gauge links and industrial shapes of Tiffany HardWear, a striking collection based on a 1971 bracelet from The Tiffany Archive and inspired by the edge and energy of New York City.
The campaign will premiere across Tiffany’s channels on Friday, April 23.
(All images: Tiffany & Co.)