NewJeans may not have celebrated its first birthday yet, but the South Korean quintet behind hit songs 'Attention' and 'Hype Boy' has become a need-to-know name in fashion circles.
NewJeans may not have celebrated its first birthday yet, but the South Korean quintet behind hit songs"Attention" and"Hype Boy" has become a need-to-know name in fashion circles.
Data from social media analytics agency LaunchMetrics shows that K-pop stars are regularly some of the top drivers of engagement and subsequently revenue for brands. When Cartier announced Blackpink's Jisoo as brand ambassador, for instance, that social media post generated $3 million in media value for the brand, and when BTS attended theBTS attends the 2022 Grammy Awards wearing Louis Vuitton.
Instead of high-octane makeup and outfits, the girls are styled as innocent and mostly natural. In the music videos for both"Ditto" and"Cookie," they wear schoolgirl uniforms, meanwhile in"OMG", they dance with backpacks in the shape of stuffed toy animals.Han Myung-Gu/WireImage/Getty Images Seoul Fashion Week appointed the group ambassadors for 2023, succeeding actor Lee Jung Jae of"Squid Game" fame. The organizers pointed to"their daily fashion and stage outfits show this naturalness and bouncy charm in a bright and friendly way," and coordinated for the group to promote local designers Ulkin, Ajobyajo and Blr Bluer during the event.But as important as their home market is , it's the girls' international appeal that stands out.
In a pairing that seemed destined to happen, NewJeans signed on as Levi's global ambassadors in mid-March. The denim brand called it"a natural partnership" thanks to the"group's desire to be as timeless to culture as jeans are to fashion." Lawrence Von Mohl, global brand manager for Kusikohc, said that Asian pop stars tend to cultivate much more intense fanbases in the West, while Asian followers are more willing to spend money to support their idols, even irrationally. "The following is insane," said Von Mohl."If you go to the big shows Chanel, Dior or what not, there's screams when the K-pop stars come out, you can barely hear your own voice, and not when a Western celebrity runs down the carpet.
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