Fashion / Style

Is fashion brand Nieeh really owned by Blackpink’s Jennie?


An investigation into why fans think Jennie is behind Nieeh.

Korean fashion label Nieeh was founded in 2019 and has been a cult favourite ever since. The brand is know for its minimal styles, neutral palette and in particular its bags with a decorative chain link strap. But it's not the brand's fab and fashion-forward styles that is the target of a recent surge of hype.

Many people on the Internet have a sneaking suspicion that Blackpink's Jennie is secretly a co-owner of the label. But why? Well, there are a few signs that point to Jennie having a special relationship with this brand. Here's what we know.


Jennie is often spotted wearing Nieeh

Our first clue that suggests Jennie is behind this effortlessly cool label - she wears pieces from the brand rather frequently. She's shared a few Nieeh looks on her Instagram.


View this post on Instagram


A post shared by J (@jennierubyjane)


View this post on Instagram


A post shared by J (@jennierubyjane)



Other members of Blackpink also wear Nieeh

Likewise, her Blackpink sisters have also been seen wearing this brand. See below a snap of fashion icon Rosé clad in the brand top to toe. Perhaps to support bandmate Jennie?


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A post shared by ROSÉ (@roses_are_rosie)

Nieeh looks to be a mash up of Jennie and best friend, Chahee's names

The name of the brand itself is a rather large clue. Jennie is alleged to own the brand along with her best friend Chahee. And the actual brand name appears to be a mashup of their names. If you take the end of both their first names and combine them, you end up with 'Nieeh'.



An influencer thanked Jennie for a gift from Nieeh

Perhaps the most telling indicator, Influencer Irene Kim shared an unboxing video of a Nieeh handbag on her Instagram Story. In addition to tagging the brand, she actually tagged Jennie and thanked her. The Instagram Story has of course disappeared, but you can see a screen recording of it on Twitter.



Chahee posted an identical photo one on the Nieeh account

Source Koreaboo very shrewdly noticed that Chahee and Nieeh had both posted on Instagram a photo that was remarkably the same. In fact, it was very nearly identical. It's a rather significant coincidence, or perhaps Chahee's way of letting us in on a secret.

Image: Koreaboo


At this stage, it has not been confirmed whether Jennie or Chahee have more than love for the brand. But we have a feeling that all will be revealed very soon.


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Image: Nieeh