Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

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)

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.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

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.

In This Article

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Global Markets
A guide to unlocking opportunity in emerging and frontier fashion markets.

How Mexico’s Independent Women Fashion Designers Are Rethinking Growth

At Soho House Mexico City, Mexican fashion designers Carla Fernández, Bárbara Sánchez-Kane and Camila Banzo joined BoF’s Yasmine Dahlberg to speak candidly about identity, innovation and what it takes to build an independent fashion business in Mexico — as part of both Women’s History Month and the House’s ongoing Women Shaping the Future initiative.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

In a Pricing Pinch, Mass Beauty Brands Get Creative

Lower-priced beauty brands are feeling the pinch as fixed costs rise and customers reign in their spending. To grow, brands will need to rebuild creative muscle to improve product development and maximise marketing.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON