In today’s global landscape, the influence of Korean pop culture, particularly its hottest stars, is undeniable. Luxury fashion houses have been quick to recognize this, as evidenced by the growing number of K-pop idols representing renowned brands. While established names like Blackpink’s Jennie have long been associated with Chanel, a new wave of talent is making its mark in the world of high fashion.
In the past, luxury brand ambassadorships were typically reserved for seasoned veterans in the entertainment industry. However, with the ongoing Hallyu phenomenon, fresh faces from K-pop’s fourth generation are increasingly being tapped by prestigious labels. Here, we highlight five rookie K-pop groups whose members have become ambassadors for esteemed brands like Louis Vuitton, Miu Miu, Chopard, Loewe, and Ami.
1. NewJeans
Credit: NewJeans Official Instagram
NewJeans, a rising girl group known for their infectious energy and memorable tunes, has been making waves in the fashion world. Lead vocalist Danielle recently secured a global ambassadorship with Burberry, marking a significant milestone for the group. Additionally, Hanni became a Gucci brand ambassador, while Hyein, the youngest member at just 14 years old, made history as Louis Vuitton’s newest ambassador.
2. Ive
Credit: IVE Official Social Media
With chart-topping hits like “Love Dive” and “After Like,” Ive has emerged as a force to be reckoned with in the music industry. Member Wonyoung, formerly of Iz*One, has been chosen as the ambassador for Italian luxury brand Miu Miu, adding another feather to the group’s cap.
3. Aespa
Credit: Chopard
Aespa, under SM Entertainment, boasts a lineup of talented performers who have caught the eye of Swiss jewelry and watch brand Chopard. Giselle, Karina, Ningning, and Winter are all brand ambassadors for Chopard, embodying the brand’s youthful spirit in campaigns for their “My Happy Hearts” collection.
4. NMixx
Credit: Loewe
JYP Entertainment’s NMixx has been selected as global ambassadors for Spanish luxury fashion house Loewe. Despite recent changes in their lineup, the group continues to make waves in the fashion industry, showcasing Loewe’s spring/summer collection in an editorial envisioned by the brand’s creative director.
5. Enhypen
Credit: Ami Paris
Enhypen, a boy group on the rise, has been chosen as the first-ever house ambassadors for French menswear label Ami. With their dynamic presence and distinctive style, the members of Enhypen are breathing new life into the brand, reflecting its ethos of blending contemporary fashion with classic elegance.
In an era where K-pop’s influence knows no bounds, these rookie groups are not only dominating the charts but also leaving their mark on the world of luxury fashion. As they continue to captivate audiences worldwide, their partnerships with esteemed brands serve as a testament to their rising prominence in both music and style.