On the K-pop idol front, we’ve seen this interest in how all seven members of BTS were welcomed to the Louis Vuitton family in 2021, and Blackpink members’ long-standing individual partnerships with brands (Jennie with Chanel, Jisoo with Dior, Lisa with Celine and Rosé with YSL).

In the past, the title of brand ambassador was only bestowed upon veteran actors and idol group members with years of experience. It was rare for rookies, or stars new to the entertainment scene, to represent luxury brands right away. But with the continuing Hallyu explosion, we’re seeing more brands tap the promising idols belonging to K-pop’s fourth generation of stars.

Here are five fourth generation K-pop idol groups – or groups who debuted just two to three years ago – whose members are ambassadors for the likes of Louis Vuitton, Miu Miu, Chopard, Loewe and Ami …

1. NewJeans

Danielle was photographed wearing an outfit from Burberry’s 2023 spring/summer pre-collection. She is the second South Korean woman to represent Burberry, joining Legend of the Blue Sea veteran actress Jun Ji-hyun.

Vietnam-born member Hanni was the first NewJeans member to sign on as a brand ambassador back in October 2022, when she debuted as a Gucci brand ambassador by advertising its Cosmogenie show in Seoul on Instagram.

Earlier this month, Louis Vuitton announced that NewJeans’ maknae (youngest member) Hyein would be its newest brand ambassador. Hyein, who is 14 years old, is the youngest bearer of that title in the brand’s history.

“We’re beginning a new journey with [Hyein], who is defining the style of NewJeans with her unique charms,” said Louis Vuitton in its announcement.

2. Ive

With hits like “Love Dive” and “After Like” earning them the admiration of the general public both inside and outside of Korea, it’s understandable that girl group Ive is in high demand these days.

Member Wonyoung has done photoshoots and TV commercials for plenty of brands ever since her stint in the now disbanded group Iz*One, but her latest major gig is as ambassador of Italian fashion house Miu Miu.

Miu Miu previously signed on Girls Generation’s Im Yoon-ah and Squid Games actress Lee Yoo-mi.

3. Aespa

The girls starred in the campaign for the brand’s “My Happy Hearts” collection, embodying its youthful spirit with bright smiles while wearing necklaces, chain bracelets, rings and earrings in ethical 18-carat rose and white gold from the brand.

4. NMixx

“It’s such an honour to work with Loewe, we’re excited to have the opportunity to bring an NMixx twist to luxury fashion,” shared the group in a press release. “We can’t wait to dive into the Loewe world and discover more about the house’s unique point of view on craft and culture.”

5. Enhypen

Designer streetwear label Ami chose the members of boy group Enhypen as its first-ever house ambassadors back in 2021. After it was announced in June of that year, the brand said bienvenue to members Jungwon, Heeseung, Jay, Jake, Sunghoon, Sunoo and Ni-Ki as they appeared in a lookbook modelling the Ami autumn/winter 2021 collection.

The French menswear label, founded by Alexandre Mattiussi, is famous for the “A” logo often emblazoned on its jumpers and shirts, which features a heart directly above it.