Fan-favorite K-pop girl group NewJeans channels their inner it girl, making their Calvin Klein debut in the brand's final campaign for the Fall 2024 season.
Shot by Gordon von Steiner, the 90s-inspired campaign captures Minji, Hanni, Danielle, Haerin, and Hyein as they showcase their adorable charms.
Exuding casual cool, the girls dance and strut for the camera to "It-Girl" by Kah-Lo, Karma Fields, and Associanu, modeling a stylish collection that includes logo tees, as well as denim, leather, and puffer jackets.
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In a press release, the K-pop group expressed their excitement about working with the brand for the first time:
“We are so excited to be starring in a Calvin Klein campaign. It was a natural fit to partner with a brand rooted in confidence and with their team on a campaign that brought our personalities into focus, all while having fun wearing the latest seasonal styles.”
Of course, no Calvin Klein campaign would be complete without the brand's signature jeans, and this one is no exception, showcasing different styles like barrel, wide, and straight-fit jeans.
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NewJeans is the perfect endorser to conclude the Fall season, injecting an exuberant, youth-filled energy into a star-studded series of campaigns.
Earlier in August, "Past Lives" star Greta Lee made a stunning debut in the brand's first campaign of the season.
That same month, Jeremy Allen White starred in his 2nd Calvin Klein campaign, following up an initial effort that set the internet ablaze.
Soon after, Swedish actor Alexander Skarsgård took over the brand's third Fall 2024 campaign in a sleek black ensemble.
New Jeans for NewJeans
The spot is a fast-paced montage of the girl group that highlights their individual personalities, with a smaller focus on their established group dynamic.
Each member takes the stage in their own individual set piece — Haerin is lit up by neon pink lights, while Hyein lounges under a tunnel-like structure.
Hanni does a few cute dance steps in a living room as Danielle slowly walks through a bare room under warm orange lights. Meanwhile, Minji looks up at the camera, striking a pose in a fitting room.
The spot ends with a group shot of the girls dressed in blue and black.
In addition to the main spot, the brand released a minute-long BTS reel of the shoot that gives fans a glimpse into the ad's creative process.
With NewJeans, Calvin Klein continues its established trend of leveraging major stars to create interesting campaigns.
Influencer marketing is a powerful tool that brands utilize to reach a wider audience.
By partnering with NewJeans, who has 13 million followers on their official Instagram account alone, Calvin Klein is poised to grab the attention of fans from all over the world.
Editing by Katherine 'Makkie' Maclang
