Blackpink’s Jennie Kim has quickly established herself as a fashion favorite. Not only has she got a Chanel ambassadorship under her belt, the singer also regularly champions emerging designers, from Area to Shushu/Tong.
It’s no surprise then, that for Blackpink’s BST Hyde Park show over the weekend, Kim opted to champion another rising talent in the form of London-based slow fashion and bridal brand Wed. The pop star wore a customized version of the label’s Fluffy Check Dress—featuring an open front and intricate cape back—from spring/summer 2023, which Jennie paired with matching lace pants and knee-high boots.
“We always want to have a sense of ease in our garments, whilst making sure that it feels super special,” Amy Trinh, co-founder and creative director at Wed, tells Vogue. “We think the dress [Jennie] wore is an amazing example of that.”
In keeping with Wed’s eco-minded ethos, the look was made using zero-waste cutting techniques, as well as recycled materials. “This piece is based on a technique which we have been developing since 2021,” Trinh explains. “[It] involves cutting a series of checkerboard panels, which are cut in a grid formation so there is no waste involved.”
Crucially, Wed’s boundary-pushing pieces change the stereotypical image of what sustainable fashion looks like. “It’s directional and quite sexy, which I think often can go amiss when we are talking about sustainability,” Trinh continues. “It’s important to have that conversation: ‘What does sustainable design look like?’”
For Trinh and her co-founder Evan Phillips, Kim is the perfect champion for their designs. “As a small brand, it’s so important to have someone as high profile as Jennie championing the brand,” Trinh concludes. “It means audiences who haven’t seen our work before discover our world for the first time.”
This article was originally published on British Vogue.