On the afternoon of December 17, the NewJeans account on X (Twitter) announced that Danielle became the newest 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 representation contract is surprising, as this is the time when NewJeans is having a contract dispute with management company ADOR (part of HYBE Group).
Most likely, this is a contract Omega signed with ADOR a long time ago and has only just announced it.
Previously, all 5 members of the group NewJeans (Minji, Hanni, Danielle, Haerin, Hyein) announced the termination of their contract 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 the statement that it “operates independently and is no longer related to HYBE and ADOR,” NewJeans said that it is still committed to fully fulfilling its obligations in the contracts that ADOR signed with its partners before the time it announced the termination of the contract. Danielle and Omega’s contracts may be among them.
However, ADOR 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, the five members of NewJeans 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 to represent two luxury brands, 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 its contract with NewJeans, after the group's model contract ended in December this year.
According to the media, brands and labels also have to consider when NewJeans is in dispute with the management company for an exclusive contract. Therefore, Omega's announcement of Danielle as the new global ambassador at this time has caused a stir.
However, some people pointed out that NewJeans' case is similar to Han So Hee's. When the actress got into trouble, some Korean brands stopped working with her, including Shinhan Bank. But Han So Hee's contracts with international brands such as Dior, Boucheron, Balenciaga, Charles & Keith, Omega, and Fila were not affected.
