BLACKPINK’s Jennie becomes Lotte Department Store’s first advertising model in 10 years

Jennie has been selected as the new face of Lotte Department Store, marking the retailer’s first use of an advertising model in approximately 10 years.

Lotte Department Store announced on September 29 that Jennie will serve as its new brand ambassador and appear in upcoming campaigns across the company’s stores and online platforms.

What makes the appointment especially notable is that Lotte Department Store has not used an artist as an advertising model for roughly a decade.

Jennie’s campaign will officially begin on October 1 and will appear across Lotte Department Store locations as well as various online and offline marketing channels.

The campaign will center on the message “As I am,” which focuses on expressing individuality and respecting personal tastes and values.

According to Lotte Department Store, Jennie was chosen because of her influence across music, fashion, and culture, as well as her image as an artist known for expressing her own style.

With Jennie becoming Lotte Department Store’s first advertising model in about 10 years, attention is now focused on how the BLACKPINK member will represent the retailer through its new campaign.