A new guard of K-pop artists are making waves in fashion. NewJeans, the five-piece girl group that debuted in July 2022, is proving to be a favourite among luxury designers. The House of Dior has announced 16-year-old South Korean singer and member of NewJeans, Haerin, as it's latest ambassador across fashion, jewellery and beauty, joining the likes of Anya Taylor-Joy and Australia's Elizabeth Debicki.
Eagle-eyed fans had predicted this moment would come after spotting Haerin in Dior on multiple occasions, including on the May digital cover of Vogue Korea. Speaking to the appointment, in a recent statement Dior said, "Emerging K-pop icon, Haerin becomes a Dior House ambassador for jewelry, fashion and beauty. 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."
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Confirmation of Haerin as the newest face of Dior makes her the final member of NewJeans to secure a luxury ambassadorship. Hanni is partnered with Gucci, Minji is the face of Chanel, Hyein is a friend to Louis Vuitton, meanwhile Danielle has forged close ties with Burberry.
It's clear that garnering a relationship with luxury fashion houses is the way forward for K-pop groups. We've witnessed the same format occur when it comes to BLACKPINK. Haerin follows in the footsteps of Jisoo, who in March 2021 was also announced as a global ambassador for Dior fashion and beauty. Like her The Idol co-star Lily-Rose Depp, Jennie is attached to Chanel. As for Rosé and Lisa? Their loyalties lay with Saint Laurent and Celine respectively.
So what will Haerin's duties as global ambassador to Dior entail? That much remains unclear, but we imagine we'll be seeing a lot more of her face very soon.