NewJeans × The Maisons: How Five Girls Conquered Fashion Week

No K-pop group has conquered the fashion establishment quite like NewJeans. In a few short years, each of the five members — Minji, Hanni, Danielle, Haerin, and Hyein — has secured an exclusive partnership with a separate luxury fashion house, collectively holding Chanel, Gucci, Celine, Dior, and Louis Vuitton. It is an unprecedented alignment that speaks not just to their commercial power, but to their genuine ability to embody distinct aesthetic worlds.

Minji's ambassadorship with Chanel spans all three pillars — fashion, beauty, and watches — making her one of the house's most comprehensive faces globally. Under creative director Matthieu Blazy, she has embodied the label's pivot toward relaxed, modern luxury. At the Spring/Summer 2026 collection show, Minji appeared in a light blue two-piece whose soft palette and easy construction demonstrated that Chanel's new chapter prioritises comfort without sacrificing refinement. She carries the house's spirit with the same quiet elegance it has always demanded.

The original ambassador appointment in the group, Hanni joined Gucci in 2022 and has remained the house's most visible K-pop face ever since. Her Gucci wardrobe oscillates between maximalist eclecticism and sharp Italian tailoring — often within the same look — reflecting the Italian maison's capacity for contradiction. Off the runway, Hanni's personal style reinforces the partnership: layered, detail-obsessed, and always slightly unexpected.

Danielle became Celine's global ambassador in 2024, and the pairing makes intuitive sense. Hedi Slimane's Celine trades in a studied rock-and-roll minimalism — sharp silhouettes, clean proportions, and a studied nonchalance — that aligns perfectly with Danielle's own instinct for effortless cool. She wears the clothes rather than being worn by them, a quality the house has always prized in its faces. Her Omega partnership adds a further layer of horological prestige to one of the group's most diverse portfolios.

Haerin's ambassadorship with Dior covers jewellery, beauty, and fashion — a tripartite scope that positions her as the house's most multidimensional NewJeans representative. Under Maria Grazia Chiuri, Haerin has appeared in looks that balance the maison's archival femininity with contemporary edge. Her Dior moments consistently reward close attention: the garments chosen speak to a quiet opulence rather than obvious luxury, a sensibility that matches her own understated presence within the group.

The youngest member of NewJeans holds arguably the most storied ambassadorship. Hyein joined the Louis Vuitton family in 2022 and has since become one of the maison's most photographed young faces globally. Her appearance at the Louis Vuitton Spring/Summer 2025 show during Paris Fashion Week stopped the internet — the image of Hyein front-row at Vuitton in a full Nicolas Ghesquière look circulated for days. Together, the five members represent a new model for K-pop's relationship with fashion: not as stylistic followers, but as genuine co-authors of the aesthetic conversation.