After the announcement of NewJeans Haerin as the newest global ambassador for Dior, a controversy arose, raising brows against selecting a 16-year-old for a luxury brand. What's the reason?

NewJeans Haerin Tapped as Dior Jewelry's Global Ambassador + House Model

(Photo : Haerin (News1))

All NewJeans members are now luxury brands' global ambassadors!

On April 27, Korean media outlets announced that NewJeans Haerin, who rose to popularity with hits, "Attention," "Hype Boy" "Ditto" and "OMG" was selected as an ambassador for the French luxury brand, Christian Dior.

According to Dior, the 16-year-old idol has been selected as a global ambassador mainly for Dior Jewelry, while she's going to play as the house ambassador for Dior fashion and beauty sectors. This is the first time that a K-pop idol was tapped as a representative for three fields at the same time.

(Photo : NewJeans Twitter)
NewJeans

ALSO READ: NewJeans Haerin Named 'Hottest' Idol Among Men These Days– Do You Agree?

As a result, all members of NewJeans will serve as ambassadors for global luxury brands. Earlier, Minji was selected as Chanel's global ambassador for Beauty as well as Watch and Jewelry while Hanni was chosen for Gucci and Giorgio Armani Beauty. Along with them, Danielle became Burberry's and Yves Saint Laurent's Beauty's ambassador, while the youngest Hyein is the ambassador for Louis Vuitton.

Too Young? People Criticized Luxury Brands Using Teenagers as Global Ambassadors

(Photo : Haerin (News1))

While various global luxury brands rush to serve Korean idols as ambassadors due to the "Hallyu Wave," internet users raised their brows against using underage members to advertise these brands.

Although a lot was delighted by the news, numerous netizens are rather showing a cold response, stating that NewJeans is "still too young."

They pointed out that teenagers who are sensitive to trends and sensitive to other people's eyes may overspend to purchase luxury goods.

(Photo : Haerin (News1))

Internet users left comments such as:

• "If they use a teenage model, kids may want (luxury brand items) more."
• "Now, (kids will say) 'Mom, buy me Dior and Chanel."
• "Parents will be bent."
• "Teenagers and people in their 20s are pretty even in white shirts."
• "(the models) are still too young."
• "Her image doesn't seem to fit the image of high-priced luxury brands."

(Photo : Nate)
NewJeans

Like the relationship between Haerin and Dior, global luxury brands are now offering ambassador positions to the top 10 celebrities. This is due to the prospect that teenagers beyond the 2030 MZ generation will also become luxury consumers.

According to a recent report by Bain & Company, a U.S. consulting firm, the consumption power of the "Alpha Generation" (under 13 years old as of 2023) will account for a portion of global high-end fashion brands' sales by 2030.

Due to this, internet users are expressing their concerns and doubts.

What are your thoughts on this?

READ MORE: Newjeans ‘Youngest-line’ Haerin, Hyein Draw Mixed Reactions for ‘Mature’ Styling

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Written by Eunice Dawson.