On April 9, Ray-Ban, the iconic eyewear brand owned by EssilorLuxottica, officially announced BLACKPINK member Jennie, as its new global brand ambassador. The collaboration is intended to engage a new generation of fashion- and music-conscious consumers worldwide.
Following her performance as the closing headliner at ComplexCon Hong Kong, Jennie’s distinctive approach to blending luxury and street style was highlighted by Ray-Ban as closely aligning with the brand’s ethos of combining timeless design with contemporary edge.
Jennie commented on the partnership, stating: “I’m very happy to be partnering with Ray-Ban. It felt natural from the beginning. To me, confidence isn’t loud; it comes from feeling comfortable with yourself and expressing who you are in a quiet way. Ray-Ban has that same energy: simple, expressive, and easy to live in. I love pieces that stay with you every day and become part of your mood, and this collaboration fits perfectly into that.”
Coinciding with the announcement, Ray-Ban launched a campaign that embodies Jennie’s bold aesthetic, expressive energy, and confident individuality. The campaign features ’90s-inspired wrap shields, vintage metal frames, and retro-feminine cat-eye styles, designed for all-day comfort and versatility.
Jennie, who recently completed a six-month concert tour, has indicated that she is planning her annual schedule to include upcoming summer festival appearances, with specific dates to be announced.
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