Luxury brands competed to have BLACKPINK’s Jisoo as their ambassador.
French magazine Madame Figaro mentioned the contract battle between luxury brands to successfully sign with BLACKPINK’s Jisoo in a recent article, saying, “Cartier (owned by the Richemont group) paid twice as much as Dior’s (owned by the LVMH group) down payment for Jisoo to make her their new Panthère woman.”
Jisoo currently serves as the Global Ambassador of Dior’s Fashion and Beauty, and has just been appointed as the Global Ambassador of Cartier Jewelry.
For reference, LVMH and Richemont are the world’s No. 1 and No. 2 luxury fashion groups, and they are rivals to the point that they have ongoing lawsuits.
LVMH is a structure in which the Arnault family owns 100% of Dior’s shares, and through Dior, they buy and control shares in Louis Vuitton, Celine, Fendi, Givenchy, Tiffany & Co, and Bulgari.
So, Bernard Arnault, the chairman of LVMH, says that Dior is like his own child. He is particularly famous for giving generous down payment to Dior’s global ambassadors. In fact, to a reporter asking why, he said, “We don’t want Dior models to be in trouble financially.”
Richemont, based in Switzerland, is the second largest company in the luxury goods industry, famous for its watches and jewelry. Representative brands owned by Richemont include Cartier, Van Cleef & Arpels, Piaget, Baume et Mercier, Chloe, Vacheron Constantin, A. Lange & Söhne, Jaeger-LeCoultre, and Montblanc.
Dior published an article that sales increased by 400% after Jisoo was recruited as Dior Global Ambassador. An American media influence aggregator reports that Dior’s MIV (Media Influence Index) ranks first among the world’s four major fashion show brands every time since she attended Dior’s shows at the Fashion Week, with 64% of them influenced by Jisoo.
Dior rarely uses celebrities in fashion advertisements, but mostly in beauty advertisements. Natalie Portman’s Dior perfume and lipstick advertisement is a typical example. Jisoo also filmed a Dior Lipstick commercial with Anya Taylor-Joy earlier this year, and her posters are hanging at Dior stores around the world.