Lisa's Effect fascinates Celine Haute Parfumerie

Not only the Squid Game case (with Jung Ho-yeon) is making the world go crazy. The undisputed Korean queens are the female K-pop group Blackpink, made up of Jennie, Jisoo, Lisa and Rosé, who not only dominate the music charts but also influence the global luxury market. It's no wonder that brands, from fashion to beauty to the universe of high jewelry, compete to have them as testimonials.

Each of their moves and each of their new looks makes us want to look more and more like them. And fans know it well: not only do they watch what the four girls wear on Instagram but they don't even think twice about buying one of their own pieces. To give you an example, the Celine sweater worn by Lisa - the face of Celine's ready-to-wear and accessories collections from 2019 - in a post last year on TikTok, sold out in less than a day in China. A singular association between Blackpink, fashion and music, where the credit really goes to the four girls for having certainly made more recognizable the brands to which they give the face, even making sales more incisive thanks to their well-groomed styling, which generates almost 10 million likes, each, per day, on social networks.

And while it's true that the effectiveness of certain partnerships is not up for debate - see the success Lisa enjoyed, with her 70 million followers on Instagram, first as an ambassador and later as a model on Celine's SS22 runway - Celine Haute Parfumerie has decided that we'd all like to smell like the beautiful Lisa.

The newly released video, the first with the K-pop star protagoinsta and curated by the same creative director of the Maison Hedi Slimane, on the notes of the Velvet Underground's hit Pale Blue Eyes performed by Lou Reed, shows the shimmering illusion of the Parade perfume bottle juxtaposed with a beautiful Lisa dressed in a sparkling one-shoulder dress, by Celine of course. The campaign, photographed and filmed precisely by Hedi Slimane, is minimalist, shot in a luxurious world, between a ride in a Rolls-Royce and a spray of Parade, one of the first nine genderless colognes of the olfactory Maison, with musky and powdery scents that, we wouldn't be surprised, everyone will want to vaporize on themselves soon.