Blackpink is no longer just in your area. They’re increasingly in every area. After assisting Lady Gaga on the Chromatica standout track “Sour Candy,” the K-pop girl group officially kicked of a new album era of their own with the music video for new single “How You Like That.”
A candy-colored fantasy with more visual set-ups than an entire TRL countdown, the video racked up 82.4 million views in its first 24 hours of release. It smashed the record for most single-day views previously set by BTS and Halsey’s “Boy With Luv.” In fact, Blackpink actually took the record back, previously holding it with their own “Kill This Love” before the BTS track. It shouldn’t be much of a surprise though, considering the band is the most subscribed-to musical group on YouTube.
Of course, K-pop bands and their devoted fans breaking various internet milestones (or messing with Presidential campaign rallies) is nothing new at this point, so perhaps the bigger indication that Blackpink is taking center stage is the fact that one member, Rosé, was today made the face of Parisian fashion house Yves Saint Laurent.
In a black and white campaign video shot by photographer David Sims, Rosé wears a black lace mini-dress from creative director Anthony Vacarello’s fall 2020 collection. The New Zealand-born musician is also now prominently featured on the brand’s website as well.
YSL and Vacarello have long taken an interest in Rosé in particular. She made her front row debut at YSL’s spring show last year, and again popped up in the audience for their most recent show in March.
“I still can’t believe that I’m a global ambassador, representing a brand that I’ve thought was really cool for a long time,” the singer told Elle Korea according to a fan site. “It’s an honor. I also got close to creative director Antony Vaccarello, and I’m learning a lot from his creativity, expertise, and humanity. It’s amazing to be able to work with such a wonderful person.”
Rosé is not the only member to score a major fashion endorsement this month. Just last week, her bandmate Lisa, the most followed member on Instagram, was revealed as one of the star of Celine’s latest campaign shot by artistic director Hedi Slimane.
In case you’re wondering, the two remaining bandmates also have major fashion relationships of their own. Jennie is an ambassador for Chanel, while Jisoo has a similar relationship with Dior Beauty. They’re all booked, busy, and well-outfitted.
While many brands may strike up partnerships with K-pop stars to bust their presence in Southeast Asia, its notable that Rosé and Lisa are fronting worldwide campaigns. Former 2NE1 member CL had previously served as the face of New York label Alexander Wang, but this seems to be one the biggest global gigs yet for a K-pop entertainer at a legacy French house.