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How K-Pop Group NewJeans Became an Overnight Fashion Favourite

The all-girl act, which formed last year, were recently signed by Levis, anointed Seoul Fashion Week ambassadors, and individually have contracts with Chanel, Gucci, Louis Vuitton and Burberry.
NewJeans poses on stage.
K-Pop act NewJeans exploded onto the scene last summer. (Chosunilbo JNS)

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NewJeans may not have celebrated its first birthday yet, but the South Korean quintet behind hit songs “Attention” and “Hype Boy” has become a need-to-know name in fashion circles.

Further Reading

Why K-Pop Rules Fashion Week

From Prada to Dior, fashion’s embrace of Korean pop stars is going into overdrive as brands look to Asian consumers to fuel growth.

About the author
Tiffany Ap

Tiffany Ap is Senior Correspondent at The Business of Fashion. She is based in New York and covers marketing and the critical China market.

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