NewJeans’ Haerin roped in as the newest brand ambassador for the luxury fashion house Dior
K-pop has become an international phenomenon in recent years, influencing pop culture and the music business outside of South Korea. The industry’s effect is felt today not only in the music industry but is also affecting how people perceive luxury. More fashion and jewellery companies are using Korean celebrities to head their commercials, a practise that was more common a decade ago with Hollywood superstars, which is great for diversity. Just in 2023, brands like Louis Vuitton, Dior, and Fendi announced the addition of new worldwide ambassadors from the hottest Korean music groups. Having said that, the South Korean girl group NewJeans’ stratospheric rise was highlighted on Wednesday when Dior appointed Haerin as its new brand ambassador.
As reported by WWD, the 16-year-old confirmed recent rumours sparked by her appearance on the digital cover of Vogue Korea’s May issue wearing Dior fine jewellery by being the final member of the group to sign a deal with a premium brand. Haerin has been chosen a house ambassador for jewellery, fashion, and beauty by Dior, marking the most recent collaboration between a K-pop artist and a luxury brand.
Beginning in 2023, Haerin will serve as the global ambassador for “Dior Jewellery” while also serving as the domestic house ambassador for “Dior Fashion” and “Dior Beauty.” Along with her HYBE Labels sunbaes BTS’s Jimin, BLACKPINK’s Jisoo, and ASTRO’s Cha Eun Woo, Haerin will join the ‘Dior’ family of Korean musicians.
“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,” Dior said in a statement, per WWD. Haerin’s confirmation as an ambassador for Dior comes shortly after the she was spotted wearing Dior jewellery on the digital cover for the May edition of Vogue Korea. The 16-year-old South Korean singer fronts her first campaign images for the French fashion house wearing pieces from its spring/summer 2023 collection, as well as accessories from Dior’s Rose Des Vents collection.
The singer is also the fifth and final member of NewJeans to land an ambassadorship for a high-end luxury fashion house. Minji represents Chanel, Hanni works with Gucci, Danielle is an ambassador for Burberry and Hyein signed with Louis Vuitton.
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