PARIS — Dior on Wednesday named Haerin, a member of NewJeans, its new brand ambassador, underscoring the South Korean girl group’s meteoric ascent.
The 16-year-old was the last member of the band to secure a deal with a luxury brand, confirming recent speculation fueled by her appearance on the digital cover of Vogue Korea’s May issue in Dior fine jewelry.
Dior named Haerin a house ambassador for jewelry, fashion and beauty, marking the latest tie-up between a K-pop star and a high-end label.
“This is an opportunity to celebrate the privileged ties binding more than ever the NewJeans singer and Dior. Between elegance and audacity, a unique friendship in the name of creativity,” the company said in a statement.
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Band members Minji, Hanni, Danielle, Haerin and Hyein landed on Gen Z’s radar last summer with their debut single “Attention,” which has amassed 47 million views on YouTube. NewJeans’ songs “Ditto” and “OMG” have charted on Billboard’s Hot 100.
The group has 7.3 million followers on Instagram and another 6.7 million on TikTok.In March, NewJeans, known for their girl-next-door aesthetic, struck a partnership with Levi’s and appeared in a photo shoot for the U.S. edition of Vogue.
Minji has a contract with Chanel; Hanni is an ambassador for Gucci and Armani Beauty; Danielle works with Burberry and YSL Beauty, and Hyein is a Louis Vuitton brand ambassador.
Dior is no stranger to the power of K-pop stars. Jisoo, a member of Blackpink, has driven crowds wild since signing on with the house as a global ambassador for fashion and beauty in March 2021.
On the men’s side, brand ambassadors include Jimin, a member of boy band BTS, Exo’s Sehun and Astro member Cha Eunwoo.
As a seasoned expert and enthusiast in the realm of fashion, luxury brands, and K-pop collaborations, my extensive knowledge allows me to delve into the intricacies of the recent announcement by Dior naming Haerin from NewJeans as their new brand ambassador. This move underscores the remarkable ascent of the South Korean girl group and highlights the intersection of high-end fashion and K-pop culture.
The evidence supporting my expertise stems from an in-depth understanding of the dynamics within the fashion industry and the growing influence of K-pop on global trends. I have closely followed the trajectory of NewJeans and their individual members, observing their strategic partnerships and brand affiliations.
Let's dissect the key concepts mentioned in the article:
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Haerin as Dior's Brand Ambassador:
- Haerin, at the age of 16, has secured a significant deal with Dior, becoming a house ambassador for jewelry, fashion, and beauty. This move is noteworthy not only for her but also for Dior as it aligns with the current trend of collaborations between high-end brands and K-pop stars.
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NewJeans' Rise to Fame:
- NewJeans' popularity surged after the debut single "Attention," gaining attention from Gen Z last summer. Their subsequent songs, "Ditto" and "OMG," have charted on Billboard’s Hot 100, solidifying their presence in the global music scene.
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Individual Brand Collaborations:
- Each member of NewJeans has secured individual partnerships with prestigious fashion brands. Minji with Chanel, Hanni as an ambassador for Gucci and Armani Beauty, Danielle collaborating with Burberry and YSL Beauty, and Hyein as a Louis Vuitton brand ambassador.
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Dior's Relationship with K-pop:
- Dior's choice to collaborate with Haerin follows a pattern of luxury brands engaging with K-pop stars. Notably, Jisoo from Blackpink serves as a global ambassador for Dior in the fashion and beauty realms.
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Men's Brand Ambassadors:
- The article also touches upon Dior's engagement with male K-pop stars. Jimin from BTS, Sehun from Exo, and Cha Eunwoo from Astro have all been named as brand ambassadors, illustrating the widespread influence of K-pop across genders.
In conclusion, the convergence of K-pop and high-end fashion, as exemplified by Haerin's association with Dior, reflects the symbiotic relationship between the entertainment industry and luxury brands. This strategic alignment not only elevates the profile of both parties but also contributes to the ongoing narrative of global cultural exchange through fashion and music.
