The K-Pop community had no idea what was in store for them when ADOR, the newest subsidiary to HYBE, surprisingly dropped the pre-release single of their first girl group NewJeans in the summer of 2022.

Despite only being eight months into their debut, NewJeans have successfully taken over the music and fashion scene on an international scale. The five-member girl group, whose style encapsulates their youthfulness with a hint of old-school inspired looks, captivated a global audience, and caught the eyes of many fashion brands along the way.

NewJeans x Levi’s

The group’s name itself is significant to this collaboration. Just as NewJeans signify a timeless sound in their music while representing Gen-Z, Levi’s has made jeans a staple in fashion, creating timeless styles spanning over 150 years. 

The Levi’s brand announced that it would be partnering with NewJeans, building a relationship that will connect the brand to the younger market. The partnership only feels natural for the two, with Levi’s Vice President of Global Brand Marketing Chris Jackman expressing, “As the group’s influence on the music industry and culture continues to grow, we’re excited to be a part of their journey and help NewJeans connect with fans globally in a fresh and authentic way.”

Individual Activities

Minji

Minji x Chanel

In February 2023, Chanel Korea announced that NewJeans’ eldest-member Minji would be the latest global ambassador for the brand. The announcement followed after Minji was pictured wearing Chanel from head-to-toe in the March 2023 issue of ELLE Korea published last month. 

The French luxury house has chosen to spread Minji's ambassadorship across three categories in their business: Beauty, Fashion, and Watches and Jewelry. Many people are looking forward to this partnership and have even expressed this by calling Minji the latest “Human Chanel,” last coined for BLACKPINK member Jennie.

Hanni

Hanni x Gucci

Three short months into NewJeans’ debut, the second eldest-member Hanni was announced as Gucci’s newest brand ambassador. The brand shared with WWD that they thought Hanni fit well with their motif of expressing one’s utmost individuality and self-expression and were eager to work with her.

Prior to then, Hanni had been seen wearing Gucci pieces during the group’s promotions. This year, Hanni was invited to watch the brand’s latest collection during Milan Fashion Week, where she personally met the CEO of Gucci, Marco Bizzarri. The brand has shown its adoration for Hanni by supporting her campaigns and only time will show more between their partnership.

Hanni x Giorgio Armani Beauty

On February 8, it was announced that Hanni would be Giorgio Armani Beauty’s first K-Pop global ambassador. The brand personally picked her due to her ability to express her personality in a way that doesn’t dim her light. “She has personality, which for me is the most fascinating trait, always,” exclaimed Giorgio Armani. 

Hanni will be working with the brand on a global scale, seen among faces such as Tessa Thompson, Barbara Palvin, and many more. Being the brand’s first K-Pop global ambassador has opened the doors for Hanni to show her contrasting elements, where she tends to present both cutely and charismatically. 

Danielle

Danielle x Burberry

Following the welcome of Daniel Lee as the brand’s newest Chief Creative Officer, Danielle of NewJeans was one of the first of the newest global ambassadors for Burberry. 

Daniel Lee’s vision for Burberry is one that is reinventing the way people view the luxury brand, drawing people from all over the world to see how the British powerhouse can pioneer new ideas. Having Danielle represent Korea for the brand is significant as it shows the rise of the Hallyu wave, with actress Jun Jihyun representing film and television, Son Heungmin representing sports, and now Danielle representing music. 

Danielle x Yves Saint Laurent Beauty

On March 13, Yves Saint Laurent Beauty announced Danielle as being their latest ambassador, making this her second major collaboration this year. The Korean-Australian's first appearance for the brand post-announcement was with her campaign promoting their Candy Glaze lipstick. More is to come for this exciting partnership!

Hyein

Hyein x Louis Vuitton

At the end of 2022, NewJeans’ youngest member Hyein was announced as Louis Vuitton’s newest ambassador. The 14-year-old serves as the brand’s youngest ambassador to date, however, her influence does not differ from her peers.

Making her first representative appearance with Louis Vuitton earlier this month, Hyein attended their Fall-Winter 2023 show in the capital for Paris Fashion Week. Vogue Korea presented Hyein’s look at the show in a way that encapsulated the NewJeans concept but still showed her aura, which matches well with the French luxury brand. The collaboration is one that shows Hyein’s versatility and is a brand that she can grow up alongside.

Haerin

Haerin x Dior?

Haerin is the last of the NewJeans girls to publicly collaborate with a powerhouse brand, however fans have speculated that she will be working with Dior. Since their debut days, for many NewJeans group events, Haerin has been spotted wearing the brand and has shown an interest in working with them. The 16-year-old has been styled in numerous pieces of theirs, gaining hopes for this future collaboration. 

One of the reasons why brands are looking at NewJeans as potential ambassadors is due to their ability to spread a youthful glow that can be viewed through a new lens. Each of their singles has placed well in the charts and has trended worldwide, showing not only their influence in Korea, but across the globe. Who would you like to see NewJeans work with next?

Edited by Vivian N.