The black leather jacket that once symbolized the pinnacle of the artificial intelligence boom is facing an unexpected crisis following the sudden downfall of Nvidia co-founder and former CEO Jensen Huang.

In July, a Tom Ford leather jacket worn and signed by Huang fetched a staggering $960,000—nearly 12.8 billion Korean won—at a Sotheby's auction in New York. The item, initially estimated to sell between $40,000 and $60,000, sparked a fierce bidding war among 45 collectors, ultimately selling for roughly 16 times its high estimate.

For years, the black leather jacket served as Huang’s trademark uniform. Whether unveiling groundbreaking AI chips, meeting global heads of state, or mingling with tech leaders, Huang famously stuck to his signature look. As Nvidia's market value skyrocketed, the jacket evolved into a cultural emblem of modern tech success. Huang himself often attributed his minimalist wardrobe to practicality, noting in past interviews that he owns dozens of similar jackets bought by his wife to save time on everyday choices.

However, Huang’s recent resignation amid a high-profile personal scandal has upended the secondary market, casting a shadow over the "Jensen Huang premium."

According to recent data from South Korean peer-to-peer marketplace Danggeun, the market for Huang-associated items has begun to shift. Comparing transaction metrics over a five-day period following the scandal to the preceding five days, overall postings for leather jackets dropped by 5% and actual transactions fell by 18%. While listings for Tom Ford items increased slightly, actual sales dipped.

Industry analysts point out that while direct causality is difficult to prove from platform metrics alone, the situation highlights the volatile nature of "celebrity premiums." When a product's astronomical value relies heavily on the pristine reputation of a single public figure, any reputational damage can quickly devalue the cultural currency attached to it.

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