Following the steps of her classy predecessors – Lily-Rose Depp, Margaret Qualley, and Whitney Peak – BLACKPINK member JENNIE becomes the new face of CHANEL’s latest bag. The K-Pop singer, who has been a Chanel ambassador since 2017, brings her hypnotic personality to the Parisian house, echoing some of the latest generational obsessions. 

The Chanel 22 Bag, which has previously been seen in its tote and backpack versions, is now evolving into a smaller variant while vouching for both luxury and comfort. It comes as the result of a conversation between the brand and JENNIE’s roots and cultural background. The star, originally from South Korea, seems to have dedicated this partnership to the vigorous and vibrant rhythm of Seoul, the heart of her country. 

To celebrate the occasion, photographers Inez & Vinoodh captured JENNIE on the bustling streets of Seoul. “Inez & Vinoodh call me ‘My Girl’. It’s comforting because they see me as a young woman, not just “JENNIE” in the spotlight,” the singer said. The collage of images reflects the needs and trends of a worldwide youth and it represents the variety of interests that defines JENNIE’s generation. “As a member of BLACKPINK, I’m constantly in the spotlight, but these images are an accurate representation of who I really am,” she concluded. 

See below the previous campaigns of the Chanel 22 Bag, shot against Los Angeles, Palm Springs, and New York.