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Over the past ten years, the wide-eyed singer has achieved fame as part of the world's biggest girl group. Now, as she embarks on her journey as a solo artist, JENNIE is stepping away from sugary maximalism and exploring a broader landscape.
As featured in CLASH 130. Order your copy here.
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In the teaser for her debut album, 'Ruby', Jennie Kim looks through the proscenium curtains, her gaze fixed on the audience. Superimposed, she gazes down at her awestruck twin, only to quickly retreat in alarm. A torrent of conflicting emotions flows across the screen: amazement, joy, fear, and determined defiance. The red curtain symbolizes a transformative barrier between Jennie’s past and her aspirational future. This marks the beginning of JENNIE's vibrant dream.
When the video premiered, the South Korean artist felt the ground shaking beneath her. “Something changed. I sensed something new; I felt butterflies, a bit queasy, elated. I was experiencing fresh emotions,” Jennie shares breathlessly with CLASH from Los Angeles, where she is rehearsing for a series of shows termed 'The Ruby Experience' and her much-anticipated solo performance at Coachella. Accompanied by the track 'Zen', this cosmic pop journey was released exclusively on YouTube as a visual introduction. Directed by Cho Gi-seok and featuring a flurry of meticulously styled looks by Park Min-hee, an enchanting Jennie taps into elements that depict the chaos and clarity of her ongoing evolution: the fusion of tradition and innovation; ceremonial elegance with down-to-earth grit; refined sophistication with the raw, unfiltered aspects of Jennie's artistry.
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A week earlier, Jennie's cover shoot for CLASH transformed into a heightened theatrical event. On location, she is surrounded by a host of photographers, stylists, assistants, translators, and security personnel creating a protective environment around her, reminiscent of a well-orchestrated military operation. As a global ambassador for Chanel, her primary leather-clad look for the shoot blends classic tailoring with Jennie's innate girl-next-door charm. With the photographer's cue, she shifts from a shy, somewhat weary ingénue to a focused professional who has mastered the art of embodying a character for her craft.
Jennie connects her pivotal moments in the fashion house’s journey with her own. She sees herself as more than a muse; theirs is a partnership that has developed over time. “I’ve been collaborating with Chanel for seven years now," Jennie says. "We’ve formed a unique bond; we know how to adapt Chanel’s vision to reflect my own tastes and explorations. I’m incredibly grateful for that. The way they preserve their classic heritage while allowing for creativity… they maintain their identity.”
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“You’re making me nostalgic,” Jennie comments when reflecting on the creation of 'Zen', her passionate tribute to resilience, the fulfillment of ambitious dreams, and the gradual emergence of a pop icon. “I knew I had to delve deep within myself to capture that sense of restlessness and transformation,” she explains. “I want to share with the world what I’ve been holding back. The recording process was challenging because I aimed for authenticity. I didn’t want a perfect sound: I wanted flaws in the audio. It needed to be wholly me.”
'Ruby' marks Jennie's departure from YG Entertainment for her solo endeavors; it's the first project released under her label Odd Atelier, in collaboration with Columbia Records. She describes her label as a nurturing space; an opportunity to foster a collaborative environment centered on creativity. “For me, launching my own label wasn’t about forming an entertainment company or corporate entity,” Jennie clarifies. “It was about creating a space where I could work with a team. We had a fantastic time last year crafting this album, and now we’re more knowledgeable about how to present art to the world.”
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'Ruby' challenges the notion that someone representing the vibrant K-pop realm must be flawless or culturally uniform. Jennie drew inspiration from Shakespeare’s famous 'Seven Ages of Man' speech from As You Like It, mirroring seven stages in her life; encompassing the idealist, the trainee, the girl group member, and now, the solo artist. “All the world’s a stage, and all the men and women merely players,” Jennie recites. “That monologue inspired me because it encapsulates my next steps into a whole new phase of my life. I’ve longed to express myself musically for a while. Despite my accomplishments, this album feels like an entirely new level of exploration since I'm uncovering everything independently. It’s both daunting and exhilarating.” This chapter is foundational for her.
Born in South Korea, Jennie relocated to New Zealand at the age of 10. Like many of her peers, her understanding of home was partially shaped by the strict regimen of trainee life. Encouraged by
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Over the past ten years, the starry-eyed vocalist rose to fame as a member of the world's largest girl group. Now, she is taking her initial concrete steps toward a solo career.