After landing its first No. 1 and first entry on the Billboard 200 albums chart with their EP “Get Up” in August, NewJeans, which features Minji, Hanni, Danielle, Haerin and Hyein, made its U.S.-awards debut at the Billboard Music Awards 2023 on Sunday. The K-pop group took the stage to perform their hit singles “Super Shy” and “OMG.”
“We practiced a lot and made sure we were all on the same page regarding the type of energy and the performance we wanted to portray,” Hanni told WWD. “We’ve put in extra effort,” Haerin added.
As the “bunnies” — the nickname given to NewJeans’ fans online — came to know, fashion is an intrinsic part of NewJeans’ performances and it wasn’t different at the BBMAs. Channeling preppy inspiration with Y2K elements, the K-pop stars wore schoolgirl outfits reminiscent of Britney Spears’ “…Baby One More Time” video.
“It’s a school look that matches the intro part of the performance, which highlights each member’s individuality! And personally, I really liked the “OMG” outfit, which felt so lovely and cute!” Hyein said. “Our stylist always puts a lot of effort into having subtle variations in detail that, depending on the member, represent their personality and image on stage. All while keeping us in line with the same theme and vibe of clothing as a group,” Hanni added.
NewJeans is considered a phenomenon even in the eyes of the K-pop industry, which is so used to seeing its artists reach stratospheric numbers in sales and streamings. The group, which was nominated for five BBMAs this year, released its first video in July 2022 and became the fastest K-pop act to hit one billion streams on Spotify in May. They have also collected ambassadorship deals with coveted luxury fashion houses.
“I have so much affection for the brands I work with and I’m excited to see what we’ll work on next!” said Minj, who became an ambassador for Chanel’s Beauty, Fashion and Watch & Jewelry in February.
Danielle, who was recruited by Burberry in January and by Yves Saint Laurent Beauty in March, revealed that her passion for high fashion started in childhood. “Ever since I was little, I’d have such a blast playing dress-ups, picking out cute outfits and even styling my toys!! I remember going to my grandparents’ house and borrowing their high fashion clothing pretending I was a princess or a rockstar!! My first time being styled was so exciting and brought back all these happy memories!! I just feel that with fashion, there is no limit, and you can become whoever you may wish!” she said.
An ambassador for Dior since April, Haerin praised the relationship between fashion and music. “Each artist has their own unique character, I think they all influence each other in various ways,” she said. “There is such a wide variety of fashion out there and seeing how artists can capture their personalities and characters through their styling is very interesting and impactful to the viewers,” Danielle added.
Adding to the group’s fashion influence, Hanni has been an ambassador for Gucci since October 2022 and for Armani Beauty since February, while Hyein became the youngest Louis Vuitton ambassador in December when she was only 14 years old.