Key Takeaways:
- Jennie stars as the "Ultimate Showgirl" for Jean Paul Gaultier and its Fall 2025 pre-collection, themed around the four classical elements.
- The design team transformed the luxury brand's signatures, such as corsetry and trompe-l'œil, into pieces that reflect the energy of the natural elements.
- Max Siedentopf’s direction focuses on movement and texture, capturing Jennie’s ability to channel contrasting energies.
This isn’t just fashion; it’s a full-scale performance.
Jean Paul Gaultier has placed BLACKPINK's Jennie at the center of its Fall 2025 pre-collection campaign.
She is presented as the “Ultimate Showgirl,” a figure who brings the elements of water, fire, earth, and air to life through performance and visual storytelling.
The "SOLO" singer brings each look in the campaign to life, expressing a distinct tone and personality for every element.
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Minhee Park and Leopold Duchemin directed the styling, while Seonyeong Lee, Joyoun Won, and Cam Tran handled the hair, makeup, and nails.
Jean Paul Gaultier’s signature design features, such as corsetry, trompe-l'œil prints, and sharply cut tailoring, are adapted into modern silhouettes with movement and drama in mind.
Jennie had previously attended the brand's January couture presentation wearing a sheer archival gown from the 2008 collection.
Her appearance at that show sparked public interest in a potential collaboration, which has now been confirmed through this campaign.
Jennie is wearing Jean Paul Gaultier spring 2008 couture mermaid dress to the show pic.twitter.com/Jboq8avLQi
— sam (@pinkmochhi) January 29, 2025
The visuals have since generated strong reactions across social platforms, with fans praising the concept and her role.
In a statement released with the campaign, Jennie shared that the experience felt dreamlike, each outfit allowing her to explore a different side of herself.
“Jean Paul Gaultier has always inspired me to be bold, and this was truly a celebration of that spirit,” she added.
Framing the campaign as personal storytelling builds authenticity, which continues to drive engagement in global luxury branding.
Icons Drive the Narrative
This marks Jennie’s most direct partnership with the French fashion house.
The pre-collection arrives just before the first official season under incoming Creative Director Duran Lantink.
The campaign serves both as a reflection of the house’s classic identity and a preview of how its visual language may evolve under new leadership.
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Jennie’s involvement also points to the growing presence of music icons in fashion campaigns.
Her ability to interpret concepts through physical performance adds weight to the visuals.
This campaign doesn’t only celebrate design.
It presents fashion as a stage for storytelling, where movement and personality are just as important as cut and fabric.
Our Take: Is This the Future of Fashion Campaigns?
I view this campaign as a strategic shift in how fashion communicates identity.
It reflects a smart repositioning of fashion as performance art.
Jennie brings narrative power that few global ambassadors can match.
And this may be the clearest sign yet that visual storytelling is becoming the real battleground for luxury branding.
Meanwhile, another BLACKPINK member, Rosé, redefined heritage sneakers in her latest collaboration with Puma.
