Recently, famous fashion brand Calvin Klein unveiled a new campaign featuring NewJeans. However, in the photos of the girl group, the name “NewJeans” wasn’t listed, but instead was replaced by individual member names – Minji, Hanni, Danielle, Haerin, and Hyein.
This gesture suggested Calvin Klein’s willingness to continue working with NewJeans, despite the girl group being unable to use their group name and even having to hold a contest for a new stage name amid their dispute with ADOR.
Meanwhile, according to STONEHENgE on January 20, NewJeans will collaborate with the brand for the “2025 Lucky U” campaign. In the campaign, the members of NewJeans present a refined visual by pairing minimalistic fashion and jewelry against a white backdrop, embodying the hopes of the new year.
The members showcase the latest designs from STONEHENgE’s signature “Lucky U” collection, drawing attention to the new pieces. Since its launch in 2019, the “Lucky U” collection has gained immense popularity, becoming a best-seller each year with its unique yet sophisticated designs.
The new products featured in the “Lucky U” campaign, along with other STONEHENgE offerings, will be available on the brand’s online mall and at department stores nationwide.
NewJeans’ activities as advertising models have drawn significant attention, especially in light of recent developments. The members recently announced the termination of their exclusive contracts with their agency ADOR. Official activities under ADOR, including an awards ceremony held earlier this month, have concluded.
In response, ADOR filed a petition with the Seoul Central District Court seeking an injunction to prohibit NewJeans members from entering into advertising agreements or engaging in such activities independently without ADOR’s approval. The agency asserts that its exclusive contracts with the members are valid until July 2029.
Amidst this, it seems that the brands, such as Coca-Cola, are still showing support for NewJeans.
After confirmation, it was revealed that the STONEHENgE advertising contract was signed previously, and this campaign does not present any legal issues. ADOR is also aware of these advertising activities.
The members, who have declared their separation from ADOR, continue their group activities without using the name “NewJeans”, instead introducing themselves under their individual names.