Lotte Department Store has unveiled its latest campaign film, 'As I Am', starring Jennie. The campaign captures Jennie's unmistakable aura as she confidently expresses her own taste and style, free from the expectations of others. At its core is a heartfelt message about embracing who you truly are and celebrating individuality in all its forms. Jennie appears on screen with a natural presence that never loses her unique color. Her expressions and gestures are not performed for anyone, they are complete moments in themselves.
Through this campaign, Lotte Department Store has put its philosophy of respecting individuality front and center. The title 'As I Am' speaks to the attitude of choosing and expressing oneself by one's own standards, not those of others. Jennie was chosen as the ideal person to deliver this message. She is an artist who has steadily built her own identity across music and fashion. Her collaboration with Lotte Department Store is a continuation of that journey.
The film follows Jennie through everyday moments, showing how she expresses herself. Her individuality shines through in the natural flow rather than through elaborate direction. The camera does not observe Jennie, it breathes alongside her. As a result, viewers are brought one step closer to her true self. The campaign film is available on Lotte Shopping's official channels.
With this campaign as a starting point, Lotte Department Store plans to continue various projects that honor individual taste and style. The collaboration with Jennie marks the opening chapter. The brand aims to offer consumers an experience where they can enjoy shopping in their own way and discover themselves in the process. How are you expressing yourself today?
Through this campaign, Lotte Department Store has put its philosophy of respecting individuality front and center. The title 'As I Am' speaks to the attitude of choosing and expressing oneself by one's own standards, not those of others. Jennie was chosen as the ideal person to deliver this message. She is an artist who has steadily built her own identity across music and fashion. Her collaboration with Lotte Department Store is a continuation of that journey.
The film follows Jennie through everyday moments, showing how she expresses herself. Her individuality shines through in the natural flow rather than through elaborate direction. The camera does not observe Jennie, it breathes alongside her. As a result, viewers are brought one step closer to her true self. The campaign film is available on Lotte Shopping's official channels.
With this campaign as a starting point, Lotte Department Store plans to continue various projects that honor individual taste and style. The collaboration with Jennie marks the opening chapter. The brand aims to offer consumers an experience where they can enjoy shopping in their own way and discover themselves in the process. How are you expressing yourself today?
