In recent years, South Korean eyewear brand Gentle Monster has become synonymous with its long-standing partnership with BLACKPINK (블랙핑크) member Jennie (제니). However, news outlets are now reporting that the idol’s modelling deal with the brand has come to an end.
Earlier this week, South Korean fashion magazines reported that Jennie and Gentle Monster’s modelling partnership has officially concluded, marking the end of an era for the eyewear brand. Founded in 2011, Gentle Monster slowly found mainstream success after actress Jun Jihyun (전지현) wore its glasses in the drama “My Love From The Star”. However, it wasn’t until 2020 that the company gained international traction for its collaborations with Jennie.
Since the start of their partnership in April 2020, Jennie and Gentle Monster have launched three major campaigns: Jentle House (2020), Jentle Garden (2022) and Jentle Salon (2024). All the collections received widespread attention and pushed Gentle Monster’s reach across the fashion and pop culture landscape. Additionally, the limited edition pieces from the collection sold out almost immediately, suggesting significant profit growth for the company.
Industry insiders are now speculating that Jennie will soon be the face of another eyewear label. At the same time, she will continue to maintain a friendly relationship with Gentle Monster and may appear at unofficial events. Unfortunately, there are no details on who will succeed the “Mantra” singer and be the brand’s next muse. Nevertheless, Jennie’s partnership with Gentle Monster will remain one of her most prominent legacies in the fashion industry.
In related news, Jennie is reportedly relocating the headquarters of her self-founded label, ODD ATELIER. According to sources, the agency has leased a new five-storey building in the affluent neighbourhood of Hannam-dong. The total floor area is 927 sq m, and the rooftop offers panoramic views of the Han River. Interior construction is underway, and ODD ATELIER is scheduled to move into the new office in early November.
Even when one of her most valuable contracts is wrapping up, Jennie is still bringing in bank and making updates to her label. Perhaps her next eyewear partnership will be bigger than her Jentle series combined.
