On February 9, BLACKPINK’s Rosé was officially appointed as a global ambassador for Levi’s, one of the world’s most renowned denim brands. With this achievement, Rosé also made history as the first K-pop artist to appear in a Levi’s advertising campaign during the Super Bowl.
However, the celebration was quickly overshadowed by backlash. On the morning of February 10, a segment of online users began criticizing Rosé’s appearance after promotional photos and videos for the Levi’s campaign went viral. Some commenters fixated on her body shape, claiming she was not suitable as a representative for a denim brand and making disparaging remarks about her figure.
The comments sparked widespread outrage among fans and the public, with many condemning the remarks as blatant body-shaming. Supporters emphasized that Levi’s would have carefully evaluated Rosé’s global influence, image, and commercial appeal before selecting her as a global ambassador. Many also argued that the negative comments appeared to be driven by malice or jealousy rather than legitimate critique.
This is not the first time Rosé has been scrutinized over her appearance. In the past, she has frequently been discussed online due to her naturally slender physique. At times, her noticeably thin appearance led to harsh criticism from anti-fans, while supporters expressed concern for her health and urged her to prioritize rest and well-being.
Despite repeated scrutiny, Rosé continues to maintain her status as a global pop icon and fashion figure. Her appointment as a Levi’s global ambassador underscores her influence on the international stage, even as conversations around body image and online harassment continue to surface.
Sources: K14
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