NewJeans’ Staggering Number Of Luxury Brand Alliances In Their Debut Year

A look back at each member’s deals with a range of luxury brands.

In the short span of a year, the members of the sensational K-Pop sensation NewJeans have taken the world of high fashion by storm. Their individual style and unique presence have seamlessly merged with the identities of the luxury brands they represent. Their journeys through these alliances are just as impressive as the records they’ve broken in their music career.

NewJeans | VOGUE

1. Gucci and Hanni’s Remarkable Journey

Hanni’s transformation from a Brand Ambassador to a Global Brand Ambassador for Gucci has been nothing short of breathtaking. Her initial announcement in October 2022 quickly elevated her to be one of the most successful ambassadors of the Italian fashion powerhouse. This was substantiated when she elegantly featured six outfits from Alessandro Michele’s Cruise 2023 Cosmogonie collection, gracing the December issue of W Korea.

Hanni for Gucci. | W Korea

2. The Prodigy of Louis Vuitton: Hyein

The youngest of the group, Hyein, broke records by becoming the youngest-ever ambassador for Louis Vuitton at just 14. Having previously dazzled as a child model, her appointment was far from surprising. She flawlessly embodied Nicolas Ghesquière‘s neo-futuristic vision in Louis Vuitton’s Cruise 2023 collection on the cover of Vogue Korea‘s November digital edition.

Hyein | VOGUE Korea

3. Burberry’s New Era with Danielle

The British fashion house, Burberry, welcomed Danielle as its Global Ambassador in January 2023. Representing a fresh direction under their new CCO, Daniel Lee, Danielle brought the house’s signature laidback look to life. Her commitment to the brand was also evident when she promoted Burberry’s Alpine collection at their pop-up store in October 2022.

Danielle | Burberry

4. Hanni’s Double Crown with Armani Beauty

The charm and allure of Hanni caught the attention of Armani Beauty, leading her to become their first-ever K-Pop Global Makeup Ambassador. She graced their debut campaign with the My Armani To Go Cushion Foundation and the Lip Maestro, leaving a lasting impression and setting new standards in the beauty industry.

| Armani

5. Minji’s Historic Appointment with Chanel

On Valentine’s Day 2023, Minji was announced as a Brand Ambassador for three divisions of Chanel: Beauty, Fashion, and Watch & Jewelry. The magnitude of this appointment was historic, as it was the first time that Chanel Korea assigned one ambassador to three divisions. To celebrate her debut, Minji was featured on three covers of ELLE Korea‘s March issue.

| ELLE Korea

6. Danielle: The New Face of YSL Beauty

In another exciting development, Danielle was named as the Brand Ambassador for YSL Beauty. Recognized as a “rising star and icon of the MZ generation,” Danielle was introduced to the world through a pictorial feature in Vogue Korea‘s April issue, marking her second major contract debut for a luxury brand.

| YSL Beauty

7. Haerin: Dior’s Triple Threat

Last but certainly not least, Haerin was signed as a Global Ambassador for Dior Jewelry and as a House Ambassador for the brand’s Fashion and Beauty divisions. The appointment, a first for Dior, was perfectly timed with Haerin’s solo photoshoot for Vogue Korea‘s May edition, where she embodied the elegance and audacity of Dior’s Rose des Vents fine jewelry line.

| VOGUE Korea


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