Why did NewJeans quickly become the “beloved” of luxury fashion brands?

In less than a year since its debut, 3 out of 5 members of NewJeans have quickly become Brand Ambassadors of leading fashion brands.

Since their debut in July 2022, the girl group NewJeans has “stormed” in K-pop. The group’s latest single, OMG  , released on January 2, has sold almost twice as much as their first album New Jeans  on the day of its release – a whopping 480,000 copies.

Gen 4 group NewJeans is currently “storming” in K-pop

OMG  also amassed 40.3 million streams in its first week on Spotify, making it the fourth most streamed album by a K-pop girl group in its first week, just behind BLACKPINK’s three albums.

Not only famous in music, this new girl group also won the hearts of many fashion brands. The girls attended a Chanel event together just a month after their debut.

Less than three months after its debut, Vietnamese-Australian member Hanni has become a brand ambassador for Gucci. In December, Hyein joined Louis Vuitton, following in the footsteps of BTS. In January this year, Korean-Australian star Danielle was chosen as the new global face of Burberry. Currently, there are only 2 members, Minji and Haerin, who are currently approaching big brands like Chanel, Dior.

Why NewJeans?

In addition to incredible music sales, NewJeans has received numerous awards. At the Asia Artist Awards late last year, NewJeans was hailed as the fastest girl group to win a major award since their debut, earning the title of “Performance of the Year”.

Of course, the team has a lot of support from the company. Just being led by master Min Hee-jin helped them get a lot of attention even before their debut. Min Hee-jin used to be in charge of promoting popular groups such as Girls’ Generation, Shinee, F(x), EXO and Red Velvet.

Current NewJeans members are all under 30 years old. The youngest member is 14 years old. So it’s not surprising that the company’s resources have helped the team’s growth. The group is signed to Ador, a subsidiary of HYBE, which also manages BTS. The youthfulness and impression also make NewJeans stand out among a series of K-pop groups.

Ambassadors of major fashion brands

The first member of NewJeans to be appointed a major fashion brand ambassador is Hanni. Hanni received endorsement and became a Gucci Ambassador shortly after NewJeans launched. Hanni is a singer of Vietnamese origin, fluent in three languages ​​including Korean, English and Vietnamese. With her trendy Y2K fashion sense and sweet personality, it’s no wonder Gucci chose her as the brand’s face.

Hanni is Gucci Brand Ambassador

After Hanni, Hyein – the youngest member became the Ambassador of Louis Vuitton. According to Vogue , Hyein has been a model and actress since she was a child and developed her style and ability to perform on stage after participating in photo shoots and commercials. Although she is only 14 years old, she has a height of 1m70. Her straightforward personality and natural style make her the ideal candidate for an exclusive brand like LV.

Hyein is the Ambassador of Louis Vuitton

Recently, member Danielle was appointed by Burberry brand to the position of Global Brand Ambassador. Similar to Hyerin, Danielle has also worked as a child model since she was a child. She appeared on TVN’s children’s show Rainbow Kindergarten  in 2011 and  JTBC’s variety show Mythology Broadcasting .

Danielle was appointed as a Global Brand Ambassador by Burberry brand

According to Kbizoom, the 17-year-old girl is of Korean and Australian blood. In the photo shoot for Burberry, she showed an impressive aura when posing with the brand’s The Frances bag. Danielle’s behind-the-scenes photo shoot video has received much praise.

Many Korean stars become luxury brand ambassadors

In the last few years, more and more Korean celebrities have signed on as Global Ambassadors for luxury brands. For example, 4 BLACKPINK members Jennie, Lisa, Jisoo and Rosé are global brand ambassadors for Chanel, Céline, Dior and Yves Saint Laurent respectively.

4 BLACKPINK members are global brand ambassadors for Chanel, Céline, Dior and Yves Saint Laurent, respectively.

Louis Vuitton has signed several Korean stars to date. Before NewJeans Hyein, there were BTS and Jung Ho Yeon, the actress in the hit TV series Squid Game .

This recent phenomenon is a good indicator of the importance of luxury brands to the Asian market. This can also be seen in collaborations, such as between Louis Vuitton and famous Japanese artist Yayoi Kusama.

BTS is the Ambassador of Louis Vuitton

In addition, the power and effectiveness of Korean celebrities’ support in these campaigns cannot be denied.

Korean celebrities are globally prominent, for luxury brands it is understandable that such influential ambassadors should be invited to represent their products.