On March 22, French fashion brand CELINE announced Danielle of K-pop group NewJeans as its newest global ambassador. Since the group’s debut in 2022, NewJeans has become a collective of powerhouse ambassadors for renowned fashion brands. Danielle’s partnership with the LVMH-owned house follows a slew of ambassadorship appointments involving other members of the K-pop quintet. 

Danielle x CELINE

In classic CELINE style, the announcement of Danielle’s new role was shared alongside a black-and-white portrait across social media channels. In the shot, Danielle wears denim pants and a mohair cardigan layered over a Paris Boxy T-Shirt from the brand’s Spring Summer 2024 Ready-to-Wear collection. The singer’s minimalistic outfit highlights CELINE’s understated elegance, ringing in the collaboration with class.

The NewJeans Phenomenon

With the new ambassadorship, Danielle officially adds a third brand to her luxury fashion and beauty portfolio. In the past, the idol has, individually, worked with London-based Burberry and YSL Beauty. 

NewJeans’ five members Minji, Hanni, Danielle, Haerin, and Hyein — undeniable Gen Z icons in their unique ways — have become near-instant key players in the fashion industry thanks to their relationships with beloved brands. As younger (read: Millennials and Gen Z) consumers shift industry marketing strategies and grow in their buying power, it makes sense for brands to enlist the help of younger superstars to connect with new audiences.

There’s no predicting where this industry trend will take NewJeans next, but fans can only expect the group to keep growing its endorsing power.

Want to see more of your favorite Asia Pacific stars thriving in the fashion industry? Learn about how APAC celebrities dominated Paris Fashion Week here!