NewJeans, the South Korean K-pop group known for hits like “Attention” and “Hype Boy,” has rapidly become a significant name in the fashion world. Despite being less than a year old, the group has already made waves with several major fashion endorsements and appearances.
In March 2023 alone, NewJeans signed a global ambassadorship with Levi’s, featured in American Vogue, and became ambassadors for Seoul Fashion Week. Individually, each member has also secured high-profile partnerships: Hanni with Gucci and Armani Beauty, Hyein with Louis Vuitton, Danielle with Burberry and YSL Beauty, and Minji with Chanel in fashion, beauty, and watches.
The group’s rise can be attributed to the growing influence of the “Korean Wave” or “hallyu,” which has seen a dramatic increase in global fans. Data shows that K-pop stars are key drivers of brand engagement and revenue, evidenced by Blackpink’s Jisoo generating $3 million in media value for Cartier and BTS’s Louis Vuitton appearance generating $6.4 million.
NewJeans’ fashion appeal lies in their unique style. Unlike other K-pop acts with flashy aesthetics, NewJeans embraces a more natural, girl-next-door look. Their music videos feature simple, relatable settings and outfits, such as schoolgirl uniforms and playful accessories. This understated style aligns with the fashion industry’s current trend towards “quiet luxury.”
The group’s youthful charm and trend-setting potential have made them a hot commodity for brands aiming to tap into the K-fashion market. Their recent collaborations with Levi’s and features in Vogue highlight their growing influence and ability to drive fashion trends.
Looking ahead, NewJeans is set to perform at major global events like Lollapalooza, positioning them to further solidify their presence in both the music and fashion industries. Their international appeal, combined with their fresh aesthetic, makes them a prominent force in modern fashion endorsements.
