NewJeans, a contemporary girl group in the K-pop scene, swiftly established their dominance not only in the music industry but also in the high-fashion arena. Despite being relatively new to the spotlight, the group’s members have successfully formed partnerships with renowned brands such as Gucci, Dior, and Chanel. Their latest collaboration with UGG further cements their status as fashion influencers.
Formed by ADOR, NewJeans comprises five members: Minji, Hanni, Danielle, Haerin, and Hyein. Their music, reminiscent of the pop and R&B styles of the 1990s and 2000s, with a dose of future bass, catapulted the group to fame. Their debut single “Attention” topped South Korea’s Circle Digital Chart, and their subsequent singles, “Hype Boy” and “Cookie”, further solidified their position in the music industry.
UGG, the iconic shoe brand, recognized Hanni’s potential and chose her as their global ambassador for 2024. The rising star was an ideal choice for UGG, not just for her musical presence but also for her unique sense for fashion. Hanni’s Australian roots also resonated with UGG, originally an Australian brand.
Hanni played a significant role in the debut of UGG’s Spring/Summer 2024 collection, which included the introduction of new shoe designs like the Stratus and GoldenGlow sandals, and the Venture Daze clog and slide. These shoe styles embrace the Y2K-inspired platform trend, a nod to nostalgic fashion.
The campaign photographs, captured by Ken Ngan, feature a lively and youthful setting with elements like bunny clouds and bubbles. Hanni perfectly embodies the Gen Z spirit in these images, casually lounging on a couch while browsing through her phone, all while sporting the new UGG collection.
For Hanni, being chosen as UGG’s global ambassador wasn’t just a business partnership, but a nostalgic journey. Raised in Melbourne, Australia, the singer expressed her fond childhood memories associated with UGG. She was thrilled to share her love for the brand with her fans and eagerly anticipated the collaboration.
“UGG is a brand I have grown up with and that exist very fondly in a lot of my younger memories, so to have been given the opportunity to work with them, let alone become their Global Ambassador is such a surreal moment for me.”
NewJeans has significantly influenced fashion and makeup trends with their unique style. Their debut saw them embrace the Y2K fashion revival, and their subsequent styling choices have continued to be trendsetting. Their impact on the fashion industry has not gone unnoticed, with them being hailed as some of the most stylish people of 2023 by The New York Times.
