K-pop idol stars are racking up ambassadorships—the latest is Rosé who will debut in the 2021 Tiffany Hardwear global digital campaign for Tiffany & Co

Blackpink's Rosé is Tiffany & Co’s new global ambassador—which comes as no surprise as we have seen her rocking Hardwear jewellery pieces of late.

The solo artist and vocalist of girl group Blackpink will star in the 2021 Tiffany Hardwear digital campaign globally on April 23, on all its digital channels, wearing the collection’s graphic 18k yellow and rose gold links accented with pavé diamonds. She will also be seen in the other Hardwear selections including the Tiffany HardWear wrap bracelet and triple-drop earrings.

The match between Rosé (real name Roseanne Park Chae Young) and Hardware is impeccable: Rosé’s style is both edgy and ethereal at the same time—she looks just as comfortable in a poufy feminine frock as she does in a fringe leather jacket, ready for a rock concert.

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She is currently also an ambassador for the house of Saint Laurent, fronted by creative director Anthony Vaccarello.


It’s a perfect embodiment for the Tiffany HardWear collection which is all about contrasts too: edgy and elegant, gritty and glamourous, night and day.   

Based on a 1971 archival bracelet, the boldly-designed Tiffany HardWear debuted in 2017 in a spirit that is both rebellious and refined, inspired by New York City. Rosé’s pieces in the digital campaign highlight the collection’s gauge links and industrial shapes. Tiffany & Co chose Rosé “for her bold personality and modern style influence—as someone who embodies the attitude and identity of the collection”, the press release affirms.

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The musician has made no secret of her love for the Hardwear pieces—she is frequently seen in them, including the music video for Blackpink and Selena Gomez’s collab single Ice Cream, which dropped last August.

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“I’ve always loved wearing Tiffany jewellery. To be part of an iconic brand that has been part of my life for a long time makes it that much more special to me,” says Rosé. “I am very honoured and excited to be a part of the Hardwear campaign and I can’t wait for everyone to see it.” 

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