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NewJeans: Fashion’s Next Big K-Pop Opportunity

The breakout girl group — made up of surprise BoF 500 cover stars Minji, Hanni, Danielle, Haerin and Hyein — has high potential for fashion brands looking to leverage the powerful fandoms that follow South Korea’s pop stars. Chanel, Gucci, Burberry, Dior and Louis Vuitton have already bought in.

K-pop's breakout girl group NewJeans has high potential for fashion brands looking to leverage the powerful fandoms that follow South Korea’s pop stars.

By

Tiffany Ap

06 October 2023

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In early October, the throng of cheering spectators outside Louis Vuitton’s latest fashion show spilled onto the Champs-Élysées, barely contained by the metal barricades the security team had erected to maintain order. Amongst the loudest were fans of Hyein, the youngest member of K-pop sensation

About the author

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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NewJeans

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