When it comes to fashion clout, names like Blackpink and BTS still top the list. However, there are plenty of other K-wave stars to go around.
NewJeans, seen as a fast-rising K-pop group, is quickly solidifying its influence among brands.
The members have each snagged notable ambassador roles: Hanni with Gucci (announced in October 2022), Hyein with Louis Vuitton (December 2022), Danielle with Burberry (January 2023), Minji with Chanel (February 2023) and Haerin with Dior (April 2023).
This is in addition to the whole group being named as ambassadors for Levi’s, which was announced in March.
“As the group’s influence on the music industry and culture continues to grow, we’re excited to be a part of their journey and help NewJeans connect with fans globally in a fresh and authentic way,” reads the statement by Chris Jackman, vice president of global brand marketing at Levi’s.
The Levi’s campaign with NewJeans however, just dropped this month. It shows the five girls styling themselves with the brand’s offerings.
Another K-pop group with a growing fashion reach is Twice. The group’s nine members – Chaeyoung, Nayeon, Tzuyu, Momo, Sana, Jihyo, Mina, Dahyun and Jeongyeon – have increasingly been seen at fashion and beauty events.
This can only mean one thing: ambassador appointments.
Dahyun has already been appointed to the role by the Michael Kors label. In July, it was announced that she will star in the Autumn/Winter 2023 campaign.
“I’m excited to embrace the world of music and performance with Dahyun. She’s energetic, animated and has truly captured a global audience. From her incredible talent to her individual style, she’s the perfect representation of our brand,” said designer Michael Kors.
Another member, Sana, was named as ambassador by Prada on Instagram recently. The post quickly went viral.
That seems to be the beginning. Fans are expecting that the rest of the Twice girls will soon snag an appointment with other fashion houses themselves.