What has helped gen z newjeans girls to be sought after by fashion giants?

Although debuting less than a year, “rookie” NewJeans has made many seniors and groups of the same generation wary of millions of dollars in contracts with high-end fashion brands. However, what really helps the five young girls get the nod of the “big guys” in the luxury industry to reach their dream of conquering the international market?

What has helped gen z newjeans girls to be sought after by fashion giants?

Only in March, NewJeans “closed” the position of global ambassador of “denim king” Levi’s, featured in the photo shoot of American Vogue, and was appointed as an ambassador for Seoul Fashion Week. Not only that, with their charisma, each member is also favored by famous European fashion houses as brand ambassadors.

Which, Hanni is the youngest global ambassador of Gucci and Armani Beauty; Hyein “promoted” Louis Vuitton brand ambassador when she was only 14 years old; Danielle is Burberry’s global ambassador and YSL Beauty’s Korean regional brand ambassador; while Minji is brand ambassador of CHANEL in the Korean region in all three segments: fashion, beauty, and jewelry.

Clearly, luxury brands are targeting loyal fans of the Korean Hallyu wave. According to a report by the Korean Foundation for International Exchange, the number of fans of the Korean entertainment industry has surpassed 178 million, an increase of nearly 20 times from 11 years ago. From LaunchMetrics media analytics data, it can be seen that K-Pop stars are the driving force behind revenue for brands.

For example, when Cartier announced Jisoo (BLACKPINK) as a brand ambassador, the post quickly raked in $3 million in media value for the brand. While the moment BTS attended the 2022 Grammys in elegant suits from Louis Vuitton, it brought about $6.4 million in media impact value for the French fashion house.

Obviously, brands have many options for themselves. In the midst of the extremely rich debut market in 2022, in addition to NewJeans, there are other potential groups such as IVE, Mimiirose, Fifty Fifty, and Le Sserafim. For the K-Pop entertainment industry, the continuous production of Gen 4 groups seems to be filling the void when the 7 boys of BTS temporarily leave the stage glory to perform mandatory military service. Meanwhile, “mighty” seniors like BLACKPINK and Twice are focusing on global tours.

But with a new orientation compared to the market, NewJeans quickly caught the eye of the “giant” of the high-end fashion industry. The name NewJeans when pronounced is similar to the word “New Gen” (rough translation: new generation). All in all, New Jeans will be the landmark choice, a breath of fresh air in this harsh industry.

Similar to their senior BLACKPINK, the 5 girls of NewJeans quickly created a buzz right from the group’s debut song. Instead of wearing heavy makeup and colorful outfits, the 5 members pursue the innocent, innocent Soft-Girl style. In the “Ditto” and “Cookie” music videos, NewJeans donned schoolgirl uniforms, while for “OMG,” the group performed choreography with stuffed animal backpacks.

Besides, the context in each NewJeans MV is not as complicated as the videos filled with difficult choreography and CGI effects, which are already familiar and dominant in K-Pop girl groups.

The choice of NewJeans to be the brand’s ambassador also comes from the youthfulness and freshness of the girls. The oldest member of the group, Minji, is only 18 years old, while the youngest member Hyein is only 14 years old. NewJeans young idols cover different platforms. Such as the fan-specific Phoning app and YouTube channel, where they release 30-minute episodes for all ages with shopping, cooking, pajama parties, and more. Let’s visit the farm…

Big brands and events can’t ignore the growing number of followers of “dinosaur rookie” NewJeans.

Seoul Fashion Week has appointed the group as ambassadors for 2023, succeeding actor Lee Jung Jae of the blockbuster “Squid Game”. Also in this event, NewJeans also collaborated to promote the costumes of domestic designers such as Ulkin, Ajobyajo, and Blr Bluer closer to the international audience.

Not only at home, but NewJeans’ international appeal has also helped the group win a fashion contract with Musina – a leading e-commerce platform specializing in selling fashion products in Korea with more than 300 brands. work at home and abroad. The brand plans to use the girls’ image and influence in promotional campaigns in Japan, Southeast Asia, the US, and Australia – where two members Danielle and Hanni were born and raised.

Lawrence Von Mohl, Kusikohc’s global brand director, said Asian stars tend to be more fan-friendly than Western stars. Therefore, their fans are willing to pour their money to support their idols, even with unbelievable amounts of money. It’s not surprising that a fan buys 100 copies of an album to make sure their idol breaks another group’s previous record. Even when coming to big fashion shows like CHANEL, Dior, etc., the shouts from fans when K-Pop stars appear makes the event hotter than ever.

Whether facing a lot of competition from BLACKPINK seniors, magnets that know how to attract Western media, or new groups of “age” like Fifty Fifty and IVE, NewJeans will be rivals. formidable” in the realm of high fashion.