How K-pop rookies NewJeans became a luxury fashion fixture: Danielle just signed with Burberry, following Hanni and Hyein’s deals with Gucci and Louis Vuitton … now our eyes are on Minji and Haerin
- Under a year since their debut, Hanni, Hyein and Danielle are already brand ambassadors for Gucci, Louis Vuitton and Burberry, while Minji and Haerin may be dropping hints with Chanel and Dior outfits
- They join Korean celebrities like BTS and Squid Game’s HoYeon Jung for Louis Vuitton, while brand magnets Jennie, Lisa, Jisoo and Rosé of Blackpink rep Chanel, Céline, Dior and YSL, respectively
According to Koreaboo, the girls’ latest album OMG, released on January 2, sold almost double that of its first album New Jeans on the day of its release – a whopping 480,000 copies.
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, surpassed only by Blackpink’s three albums.
While gaining popularity in music, this new girl group has also won the hearts of many fashion brands. The girls already attended a Chanel event together just a month after their debut.
Then came luxury brands galore. Less than three months after her debut, Australian-Vietnamese member Hanni became a brand ambassador for Gucci. In December, Hyein joined Louis Vuitton, following in the footsteps of BTS. In January this year, South Korean-Australian star Danielle was selected as Burberry’s new global face. That just leaves Minji and Haerin, though given that they often wear Chanel and Dior clothing to events, it’s speculated they might become ambassadors soon too.
But just how did they get to this point – and so quickly, too? Let’s take a closer look …