From “Flower” to “Earthquake”: Dior Beauty’s mark in Jisoo’s solo music

In March 2021, the partnership deepened. Dior appointed Jisoo as its Global Ambassador for both Fashion and Beauty, a first for any Asian artist. Since then, Jisoo and Dior have ignited the fashion world with high-impact campaigns, runway appearances, and signature events. Far beyond a figurehead, Jisoo has become a wellspring of inspiration, channelling Dior’s spirit and aesthetic to a global, youthful audience.

Two years into her ambassadorship, the “Dior princess” had already proven her mettle. In Korea, Dior’s sales surged, with revenues soaring to 613.9 billion won in 2021, an 85.8 per cent leap from the previous year. That momentum only grew, reaching nearly 1 trillion won in 2022, a 51.77 per cent rise from 2021, according to Korea’s Financial Supervisory Service.

Jisoo, the undeniable fan favourite, continues to significantly elevate Dior’s media value. Each appearance at international fashion weeks sees her consistently ranking among the top stars contributing to the highest MIV (Media Impact Value). At Paris Fashion Week 2023, Dior proudly led the media value charts, reaching a staggering US$42 million, outpacing competitors by 62 per cent. Of that, Jisoo alone accounted for 23 per cent, the highest single MIV contribution by any ambassador across all fashion weeks at the time.

Mr Pietro Beccari, Chairman and CEO of Dior, once quipped, “If YG fires Jisoo, I will come pick her up,” a playful yet pointed remark underscoring the admiration and absolute regard Dior holds for its new-generation muse.

The solo debut of Blackpink’s eldest member made waves from the opening scene. Beyond the addictive melody and Jisoo’s visual magnetism, Flower stood out for the elegant placement of Dior creations woven subtly into its aesthetic.

From the iconic J’adior Slingback Pumps, which accentuated her ethereal beauty, to a full Dior ensemble valued at $20,000, featuring a lace short-sleeved top, flared skirt, and leather corset, Jisoo dazzled viewers as she strode coolly through hotel corridors with unmistakable allure.

A particularly striking detail: the brief but brilliant cameo of Dior’s Le Baume multi-purpose cream at the 15-second mark, just as Jisoo sits before an enchanting dressing table. Despite being on screen for only two seconds, the product instantly sold out across Korean and Japanese markets, proof of the Global Ambassador’s formidable influence.

On Valentine’s Day 2025, Jisoo made a striking return with the MV Earthquake, part of the album Amortage, her boldest statement since the 2023 single Me. No longer the delicate bloom of Flower, Jisoo reappears as a rebellious, free-spirited career woman, channelling a new kind of power through contemporary officewear.

Could this MV trigger yet another earthquake for Dior? Fans have wasted no time tracing every Dior touchpoint the ambassador seamlessly embedded into the visuals.

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From the first frame, Jisoo captivates in a business-core look with a cool, confident twist, wavy locks, tailored silhouettes and a necktie adorned with Dior’s Evolution pin, blending charisma with bold femininity. Sitting neatly on her desk in that opening scene: the Dior Forever Hydra Glow Cushion. The product had just been spotlighted by Jisoo alongside actress Anya Taylor-Joy in the heart of Paris, as part of the latest Dior Forever Hydra Glow Cushion campaign.

“Our new Dior Forever Hydra Glow Cushion delivers a radiant, luminous complexion that endures for hours. The long-wear formula is encased in a cushion with a delicate mesh for effortless application,” shares Peter Philips, Creative and Image Director of Dior Makeup. “This next-generation cushion not only hydrates and protects (SPF 50), but can be used for both sheer and full-coverage finishes. And to elevate the experience, we proudly present the Dior Forever Glow Luminizer. Whether you favour Halo, Strobe or Sequin, there’s something to suit every glow. Sparkle, the Dior way.”

From Flower to Earthquake, Jisoo’s artistic evolution is not only a musical journey but a portrait of her enduring connection with Dior. She is far more than an ambassador: Jisoo is a muse, an icon, and a wellspring of inspiration for the French house. The future looks bright for this golden duo, and we’ll be watching every step.

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