Editor’s Note: This article was originally published by The Business of Fashion, an editorial partner of CNN Style. NewJeans, a South Korean quintet known for their hit songs “Attention” and “Hype Boy,” has quickly become a prominent name in the fashion industry. Despite being less than a year old, the group has already achieved significant milestones. In March alone, NewJeans secured a global ambassadorship with Levi’s, appeared in a photo shoot for American Vogue, and were appointed ambassadors for Seoul Fashion Week. Additionally, each member has individual partnerships with luxury brands such as Gucci, Armani Beauty, Louis Vuitton, Burberry, YSL Beauty, and Chanel.
Luxury brands are targeting Korean music, movies, and TV shows due to the massive fanbase. According to the South Korean Ministry of Foreign Affairs-affiliated Korea Foundation, the number of “hallyu” (Korean Wave) fans exceeded 178 million last year. K-pop stars have proven to be highly effective in generating engagement and revenue for brands. For example, when Cartier announced Blackpink’s Jisoo as a brand ambassador, the social media post generated $3 million in media value, and when BTS attended the 2022 Grammy Awards dressed in Louis Vuitton, it generated $6.4 million of value for the brand.
With the temporary disbandment of BTS and the global tours of top acts like Blackpink and Twice, brands are seeking new K-pop acts to fill the void. NewJeans has benefited from the fashion industry’s shift towards quiet luxury. The group’s name, NewJeans, refers to jeans being a timeless fashion staple as well as a nod to their intent of ushering in a new generation of K-pop. Unlike other K-pop girl groups known for their extravagant makeup and outfits, NewJeans presents a more innocent and natural image. Their music videos and content appeal to a younger audience, with themes like schoolgirl uniforms and stuffed toy animals.
NewJeans has garnered a growing fanbase, known as Bunnies or “tokki,” which has attracted the attention of brands and events. They have been appointed as ambassadors for Musinsa, a leading e-commerce platform specializing in South Korean fashion, and signed as global ambassadors for Levi’s. The group was also featured in a photo shoot for US Vogue, further increasing their exposure. With their international appeal, NewJeans has the potential to become a leading force in promoting Korean fashion brands worldwide.
While Blackpink remains a groundbreaking K-pop group with significant Western mainstream success, competition from newer acts like Fifty Fifty and IVE is emerging. However, NewJeans has already secured a spot at Lollapalooza, indicating their strong position in the fashion endorsement market.
