On the afternoon of December 17, NewJeans account on X ( Twitter) announced that Danielle has become the latest global ambassador of the luxury watch brand Omega.
Shortly after, Omega also posted a photo of Danielle, welcoming the female idol to join the brand's ambassador family. Currently, Hyun Bin, Han So Hee and Danielle are Omega's Korean ambassadors.
Danielle's new brand representative contract is surprising, because this is the time when NewJeans is having a contract dispute with management company ADOR (under HYBE Group).
Most likely, this is a contract Omega signed with ADOR a long time ago and has only just announced it now.
Previously, all 5 members of the NewJeans group (Minji, Hanni, Danielle, Haerin, Hyein) announced the termination of their contracts with ADOR from November 29, citing the company's violation of the terms and failure to promptly correct them, leading to a complete breakdown of trust.
In addition to declaring "operating independently, no longer related to HYBE and ADOR", NewJeans said that they are still committed to fully fulfilling the obligations in the contracts that ADOR signed with partners before the time they announced the termination of the contract. Danielle and Omega's contracts may be among them.
However, ADOR has filed a lawsuit to verify that the exclusive contract between the company and NewJeans is still valid. ADOR emphasized that NewJeans cannot pursue entertainment activities outside the scope of the contract with ADOR.
Debuting under HYBE and ADOR, 5 NewJeans members have signed ambassador contracts with many luxury brands. Hanni with Gucci, Minji with Chanel, Haerin with Dior, Hyein with Louis Vuitton, and Danielle is currently the only member representing 2 luxury brands including Celine and Omega.
In addition, NewJeans as a group is also a model and ambassador for dozens of brands in many different fields such as Calvin Klein, Nike, Coca-Cole, McDonalds, iPhone, LG, Stonehenge, OiOi, Carin, Olens, Musinsa, Hyundai Duty Free Store...
Recently, it was reported that Shinhan Financial Group has decided not to renew the contract with NewJeans, after the group's representative model contract ended in December this year.
According to the media, brands and labels also need to consider when NewJeans is in dispute over an exclusive contract with the management company. Therefore, Omega's announcement of Danielle as the new global ambassador at this time has caused a stir.
However, some opinions point out that NewJeans' case is similar to Han So Hee. When the actress was involved in a scandal, some Korean brands did not continue to cooperate with her, including Shinhan Bank. However, Han So Hee's contracts with international brands such as Dior, Boucheron, Balenciaga, Charles & Keith, Omega, Fila are not affected.
