Jennie, a member of K-pop group BLACKPINK, recently made waves after she appeared wearing sunglasses from rival brand Ray-Ban, following the end of her longtime modeling contract with eyewear brand Gentle Monster. The public and fans reacted strongly, and her "choice" could ripple beyond fashion, potentially influencing the marketing strategies of tech giants developing smart glasses with these brands.
Ray-Ban currently collaborates with Meta (formerly Facebook), the leader in the global smart glasses market. This development may introduce new variables for Google and Samsung Electronics, who are working with Gentle Monster on their own smart glasses.
On September 4, Jennie posted several photos on Instagram wearing Ray-Ban products, tagging the brand with #rayban. Ray-Ban had just launched a pop-up store in Seongsu-dong, Seoul, and Jennie attended the opening event wearing Ray-Ban's "Wayfarer Puffer Black" sunglasses. Since brand models typically avoid public appearances in rival products, the industry widely believes that Jennie’s contract with Gentle Monster has officially ended.
Jennie had been a long-time brand ambassador for Gentle Monster, a Korean eyewear brand launched in 2011, and is credited with elevating it to global status. Thanks to Jennie's influence, the company received a ₩60 billion (approx. $45 million USD) investment from LVMH and saw explosive global sales — many of her endorsed products were dubbed “Jennie Sunglasses” and became bestsellers worldwide. Last year, Gentle Monster’s parent company, IICOMBINED, reported approximately ₩789.1 billion (around $600 million USD) in revenue, with 38% from overseas markets.
Meta and Ray-Ban’s Smart Glasses (screenshot from Ray-Ban website)
In June, Google also invested ₩145 billion (approx. $110 million USD) in Gentle Monster, acquiring a 4% stake. Industry insiders interpreted this as a move to deepen collaboration in the smart glasses sector. During its developer conference in May, Google announced plans to release smart glasses in partnership with Gentle Monster. The partnership outlines that Samsung will handle hardware, Gentle Monster will handle design, and Google will provide the dedicated operating system, Android XR.
However, with Jennie — the brand's key icon — no longer tied to Gentle Monster, the promotional strategy for Google and Samsung’s upcoming smart glasses could face challenges. Despite other collaborations with global stars like Son Heung-min and Tilda Swinton, the younger generation has strongly associated Gentle Monster with Jennie.
Compounding this shift, Meta — which holds a dominant 73% share of global smart glasses shipments — continues to collaborate with Ray-Ban, now seemingly supported by Jennie’s public endorsement.
It's still unclear whether Jennie has signed an exclusive contract with Ray-Ban. Some speculate that Karina, a member of the K-pop group Aespa, might become Gentle Monster’s next ambassador. However, with major tech companies set to launch smart glasses starting next year, the breakup between Jennie and Gentle Monster is seen as a potential boon for Meta.
The release date for the Google–Samsung–Gentle Monster smart glasses has not yet been announced. Apple is also reportedly developing its own smart glasses, targeting a late 2026 release.
