French Luxury House Celine Scores An Endorsement Deal With NewJeans’ Danielle

French luxury house Celine has made Danielle of K-pop sensation NewJeans its newest global brand ambassador. 

In a social media post shared by Celine late last week, the luxury brand welcomed the 18-year-old Australian K-pop star as its latest celebrity endorsee. 

“Celine is pleased to announce that Danielle from NewJeans will represent the house as global ambassador,” the post added.

Danielle is joining K-pop superstars; Blackpink’s Lisa and BTS’ V, as well as actor Park Bo-gum, who are also part of Celine’s celebrity roster.  With K-pop idols easily ramping up viral buzz with their fashion sense and an engaging youthful fanbase, it’s little wonder why luxury brands are so keen to collaborate. 

According to ASN data, Celine has spent almost US$1.1m in the Asian sponsorship market since Q221, with quarterly average investment consistently in the US$90k range during that period. The main deal being an endorsement with Blackpink’s Lisa estimated to be in the US$383k range annually.

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This article was first published in ASN's March 2024 no. 4 newswire.