What does it mean to be 18 and the face of a major fashion house like Chanel? Or to be 15 and arguably the buzziest celebrity guest at a Louis Vuitton’s Pre-Fall showcase? The girls who comprise NewJeans are relatively new, but don’t let their “rookie” titles fool you. They’ve recently clinched the Guinness World Record as the fastest K-Pop artist to reach a billion streams on Spotify, reemphasising the old adage that achievement isn’t bounded by age. With an average age of 17, Minji, Hanni, Danielle, Haerin, and Hyein have been appointed as promotional ambassadors for Seoul, and found themselves the faces (and voices) behind a plethora of brand deals. As of last week, the confirmation of member Haerin as Dior’s new House ambassador solidified the girl group in the eyes of luxury fashion, as they achieved a five-for-five feat—each member now maintained individual, international ambassadorships with major luxury fashion houses.
The youthful exuberance associated with NewJeans is uncannily stark. Opting away from the characteristic high-octane outfits and ornate CGI sets associated with most other 4th Generation K-Pop acts, the quintet embodies a greater appreciation for naturalistic approaches in both the music and promotional content they release. With their lighthearted, stripped-back approach, the girls are aspirational, but realistically, a way identified by brands to be a key approach in influencing their Gen-Z fans.
Below, from Levi’s to Armani Beauty, we recount a comprehensive list of the girls’ brand deals thus far.
Dior: Haerin as Global House Ambassador
Burberry: Danielle as Global Ambassador
Gucci: Hanni as House Ambassador
Louis Vuitton: Hyein as Brand Ambassador
Chanel: Minji as House Ambassador
Armani Beauty: Hanni as Global Ambassador
YSL Beauty: Danielle as Global Ambassador
Levi’s: NewJeans as Global Ambassadors
Musinsa: NewJeans as Ambassadors
Nudake: NewJeans Pop-Up
Stonehenge: NewJeans as Ambassadors
O!Oi: NewJeans Campaign
Nike Seoul: Minji and Haerin’s “Feel Your All” Ad Campaign
Nike Air Max: NewJeans “Maxxed Out” Ad Campaign
LG Electronics: NewJeans Design Collaboration
OLens: NewJeans as Ambassadors
This story first appeared on GRAZIA Singapore.