Jennie's airport look, thought it was a luxury brand... The fashion venture that hit the jackpot with a sell-out

The blue shirt worn by BLACKPINK's Jennie in her airport look last month sold out quickly, dubbed a "cost-effective shirt." Because Jennie wore it, people assumed it was a luxury brand, only to discover it was actually a product from a domestic brand priced in the 90,000 won range. The shirt is a product of "Dunst," a brand launched by LF in 2019 through an in-house venture incubation program. Dunst is considered a success story in the fashion industry, having turned a profit within two years of its launch by a major conglomerate, spun off as a subsidiary, and expanded into overseas markets.

"A Dunst official explained, 'We plan to expand our influence across North America, Europe, and Asia by focusing our capabilities on local marketing utilizing famous international celebrities and influencers who align with our brand identity.'"