Luxury fashion brand Calvin Klein recently announced K-pop group NewJeans as the promotional stars for its Fall 2024 campaign.
The campaign features all five NewJeans members Minji, Hanni, Danielle, Haerin, and Hyein, wearing Calvin Klein jeans, T-shirts, and outerwear.
NewJeans shared the campaign image on their official social media account on Instgram, announcing the group as Calvin Klein Global Ambassadors, and quickly brought in $554,000 in Media Impact Value (MIV) with just a single post, according to LaunchMetrics.
MIV is a proprietary metric that assigns a true monetary value to print, online, and social media marketing strategies to calculate return on investment.
After 48 hours, the campaign generated $3.1 million in MIV. In addition to the campaign photos, NewJeans was featured in a brand video, which featured female idols dancing to “It Girl” by Kah-Lo, Karma Fields, and Associanu.
“We are thrilled to be part of the Calvin Klein campaign. It was a great fit to partner with a brand whose foundation is confidence, and to be able to collaborate with them on a campaign that focuses on our personalities while having fun wearing the latest seasonal styles,” NewJeans said in a statement.
NewJeans members join the ranks of top celebrities modeling for Calvin Klein, with Jeremy Allen White, Greta Lee, Kendall Jenner, Jennie (Blackpink), Jungkook (BTS), Alexa Demie all appearing in campaigns for the American brand.
Calvin Klein also put NewJeans' image on a giant advertising poster on a busy street in Houston, New York (USA), similar to the favors this brand once gave to its two global ambassadors, Kpop artists Jennie and Jungkook.
NewJeans debuted in 2022 with the single "Attention". The group quickly gained attention for their pop songs with a 1990s-2000s feel.
Before Calvin Klein, NewJeans was also the global ambassador for Levi's - a famous jeans brand and participated in a campaign for this brand in September 2023.
In addition, the group is currently an ambassador and model for dozens of different brands in many fields, not just fashion, such as Nike, Coca-Cola, McDonalds, iPhone, LG, Stonehenge, OiOi, Carin, Olens, ShinHan Bank, Musinsa, Hyundai Duty Free Store, PUBG...
Each member also takes on the role of ambassador for a luxury fashion brand: Hanni - Gucci, Minji - Chanel, Haerin - Dior, Danielle - Celine, Hyein - Louis Vuitton.
