A new campaign for luxury jeweller Tiffany & Co. featuring Australian K-pop star Rosé has sparked a rather unexpected reaction on Twitter.
Many critics – predominantly Westerners unfamiliar with Korean pop music – argued that Rosé, who performs in the famous girl group Blackpink, looked ‘oversexualised’ in the campaign video.
Some even claimed the advert was not age appropriate, which is bizarre given that Rosé, whose real name is Roseanne Park, is 25 years old.
Backlash: A new campaign for luxury jeweller Tiffany & Co. featuring Australian K-pop star Rosé (pictured) has sparked a rather unexpected reaction on Twitter
The Tiffany’s campaign was initially praised by the K-pop community when it was first rolled out in March, but has now received backlash after it was exposed to a wider audience when it was promoted on Twitter as a sponsored post.
The advert shows the songstress posing in Tiffany’s jewellery while wearing a variety of stylish black outfits, including a semi-sheer dress and a plunging corset-style top.
Angry Twitter users criticised the tone of the advert as well as the choice of casting, suggesting that Rosé – who was raised in Melbourne but is now one of the biggest stars in the booming K-pop scene – looked ‘like a teenager’, despite being 25.
One critic tweeted: ‘Gross twice – and again, with such a young-appearing model. I thought it was 2022.’
‘Tacky’: Many critics, predominantly Westerners unfamiliar with K-pop, argued that Rosé, who performs in the famous girl group Blackpink, looked ‘oversexualised’ in the campaign video
Other Twitter users suggested the ad looked ‘tacky’, ‘cheap’, ‘oversexualised’ and even ‘creepy’, none of which was true.
The advert itself was hardly more salacious than the average commercial for a jewellery or perfume brand.
Others also criticised the style of the commercial, claiming it wasn’t in line with the classic image of Tiffany & Co., which is largely associated with Audrey Hepburn’s performance in the 1961 film Breakfast at Tiffany’s.
‘Tiffany used to be class. Now it markets trinkets by having a women eagle spread on a chair. This is so out of touch for a once iconic classy brand,’ snapped one critic.
‘Tiffany is classic Audrey Hepburn style. Unless this is aimed at the Australian market dyed-hair is not Tiffany & Co,’ another added.
‘Oversexualised’: The advert shows the songstress posing in Tiffany’s jewellery while wearing a variety of stylish outfits, including a semi-sheer dress and a plunging corset-style top
Fans of Rosé defended the singer against her mostly Western naysayers, and corrected some of the more inflammatory comments by stating her real age of 25.
‘I’m screaming at the people in the comments thinking Rosé is a child when she’s literally 25,’ one supporter tweeted.
‘Rosé from Blackpink actually grew up in Melbourne before moving to Korea and becoming one of the most successful global K-pop stars as part of Blackpink,’ explained another fan. ‘Suspect they used her because of that global fame. She’s 25.’
Daily Mail Australia has contacted Tiffany & Co. for comment.
Angry: Twitter users criticised the tone of the ad as well as the choice of casting, suggesting that Rosé looked ‘like a teenager’. Others also criticised the style of the commercial, claiming it wasn’t in line with the classic image of Tiffany & Co.
Rosé signed on as the new global ambassador for Tiffany & Co. last year and has starred in several campaigns for the high-end brand since then.
She’s also the global brand ambassador for Yves Saint Laurent and reps a string of major brands in South Korea with her Blackpink bandmates, including Pepsi, Sprite, Samsung and Guess.
The four-member girl group Blackpink is one of K-pop’s biggest exports, with almost 17 billion views on YouTube alone and a huge audience in the West.
Popular: Rosé is a member of the hugely popular Korean girl group Blackpink (pictured)
Their debut studio album reached No. 2 on the US Billboard 200 chart, and the girls have collaborated with Lady Gaga, Dua Lipa, Selena Gomez, and Cardi B.
Last year, Rosé covered Australian Vogue magazine to promote her deal with YSL.
Although Blackpink is South Korean, Rosé was born in New Zealand and raised in Melbourne, Australia, and considers herself Australian.
She was still a teenager attending Canterbury Girls’ Secondary College when she was discovered by Korean entertainment agency YG Entertainment.
The songstress then relocated to Seoul, where she took singing, dancing, and language lessons for several years before debuting with Blackpink in late 2016.
Iconic: Rosé is also the face of Yves Saint Laurent and appeared alongside the brand’s creative director Anthony Vaccarello at the Met Gala last year (pictured)