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With over 88 million followers and international brand deals coming in left, right, and centre, it’s safe to say Jennie has firmly secured her place as one of the fashion world’s ultimate ‘it’ girls in 2025. Making her debut almost a decade ago, the You & Me star has now been appointed as the 2025 Seoul Tourism Ambassador , ready to showcase the city’s charms to the world.

The Seoul tourism campaign video, titled Absolutely in Seoul, dropped in August 2025, featuring Jennie against the backdrop of the city’s most iconic landmarks. But what really caught our eye was her outfit, instantly recognisable to fans. Yes, it was a creation by Leje, the same label that dressed her for the Seoul City music video from her album Ruby.


In the video, Jennie wore a striking black corset from Leje’s Fall/Winter 2025 collection, Beauty, inspired by the film Mrs Harris Goes to Paris. This wasn’t just couture, it was a masterpiece decorated with traditional Korean metalwork by Duseokjang, each detail meticulously chiselled by hand by a master craftsman.


The Korean word Aleumdaun - meaning beautiful, demure, and graceful is traditionally used as a compliment for women. However, Leje challenged that ideal, fusing old-world craftsmanship with bold silhouettes. The label even incorporated elements from old weapons, waging a ‘new fashion war’ that blended modern sensibility with deep-rooted tradition. The result? A powerful, extravagant reimagining of Korean female identity.


Jennie paired the corset with sleek black trousers, skipping heavy accessories to let the outfit speak for itself. Her beauty look was equally refined, straight locks left down, a luminous dewy base, soft eyeshadow, pink cheeks, and glossy lips for the perfect understated glam.

This wasn’t just styling; it was a statement. Jennie’s wardrobe choices serve as a modern homage to Korean tradition, proving she’s more than just another K-pop icon. She is a poised, professional global ambassador who understands the weight of representing her culture and she does it with elegance, confidence, and just the right amount of edge.

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