Some fans think this brand disrespects BLACKPINK’s Jisoo but others have different opinions 

Netizens are having mixed opinions about this issue.

As one of the most popular idols in K-showbiz at the moment, BLACKPINK’s Jisoo is also a favorite of many big brands. However, recently, at the beginning of the Lunar New Year, fans of BLACKPINK’s oldest member were furious to hear the news of Jisoo being “kicked out” by a popular fashion brand she represented.

Particularly, Jisoo used to be the model and muse of the popular Korean fashion brand itMichaa. She also did a lot of promotional pictorials for the company.

However, recently, itMichaa has just announced its new muse, actress Kim Tae Ri. This means the contract between Jisoo and itMichaa has officially ended after only 1 year.

It is a well-known fact that when idols and fashion brands work together, there is always an expiration date for their contracts. However, the contract between itMichaa and Jisoo being terminated after only a year, plus the company hastily announcing a new muse has upset Jisoo’s fans. 

Moreover, shortly after itMichaa revealed the new muse, the brand also unfollowed Jisoo’s Instagram account. Needless to say, this action only “added fuel to the fire”. Many fans feel sorry for Jisoo and criticize itMichaa for disrespecting their former ambassador.  

Lots of fans have expressed their anger on itMichaa’s Instagram account:

• Goodbye itMichaa.
• I used to buy from itMichaa because of Jisoo but now don’t they ever think they could take a penny from me
• I unfollowed the brand
• Jisoo helped the brand so much, how could they disrespect her like that after only a year 
• Who cares about itMichaa when we have Dior.
• Without Jisoo, I would not have known this brand, now goodbye.
• They took advantage of Jisoo and her fans first, now they unfollowed her. Goodbye itMichaa.

Nevertheless, aside from angry comments, there are also many netizens who believe that Jisoo’s fans have overreacted. From the perspective of the brand, the end of a contract has been negotiated, the terms and interests of each party are clear. After Jisoo is no longer the face of itMichaa, it is normal for the brand to unfollow her and focus on promoting their new muse. The outrage of Jisoo’s fans has blown things out of proportion, affecting both Jisoo’s image and her relationship with the brand. 

The change of models represents the usual happenings of MICHAA. The company regularly searches and renews the “muses” after a certain period of time. Before Jisoo, Shin Hye Sun used to hold the position of the face of the brand.