New York—K-Pop, or pop music originating from South Korea, has taken the world by storm in recent years, amassing a huge fan base outside of the country.
Tiffany & Co. is the latest company to try to harness some of that star power.
The luxury jeweler has named Rosé, a member of girl group Blackpink and a solo artist, as its new global ambassador.
“I’ve always loved wearing Tiffany jewelry,” she said in a press release about the collaboration.
“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.”
Rosé will debut in the 2021 Tiffany HardWear digital campaign.
SEE: The New Tiffany HardWear Collection
The Tiffany HardWear collection first debuted in 2017, inspired by a 1971 bracelet from The Tiffany Archive.
The collection centers around gauge links and industrial shapes, comprised of “bold designs that play with tension, proportion and balance” and radiate “the edge and energy of New York City,” said Tiffany.
The jeweler said it chose Rosé to be the face of the new campaign because of her bold personality and modern style influence, calling her “someone who embodies the attitude and identity of the collection.”
The digital campaign will make its global debut across Tiffany’s channels April 23.
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