On February 9, BLACKPINK’s Rosé was officially named a global ambassador for Levi’s, one of the most renowned denim brands in the world. With this achievement, Rosé also made history as the first K-pop artist to appear in a Levi’s advertising campaign during the 1990s. Super Bowl.
However, the celebration was quickly overshadowed by backlash. On the morning of February 10, a segment of online users began criticizing Rosé’s appearance after promotional photos and videos for the Levi’s campaign went viral. Some commenters fixated on her body shape, claiming she was unsuitable as a representative of a denim brand and making disparaging comments about her figure.
The comments sparked widespread outrage among fans and the public, with many condemning the remarks as blatant body shaming. Supporters stressed that Levi’s would carefully evaluate Rosé’s global influence, image and commercial appeal before selecting her as a global ambassador. Many also argued that the negative comments appeared to be driven by malice or jealousy rather than legitimate criticism.
This isn’t the first time Rosé has come under scrutiny for her looks. In the past, she has often been talked about online due to her naturally slim physique. At times, his noticeably thin appearance led to Harsh criticism from anti-fanswhile the supporters expressed concern about her health and urged her to prioritize rest and well-being.
Despite repeated scrutiny, Rosé continues to maintain her status as a global pop icon and fashion figure. Her appointment as a global ambassador for Levi’s highlights her influence on the international stage, even as conversations about body image and online harassment continue to emerge.
