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Is Dior the Next Luxury Brand to Sign With K-Pop Group NewJeans?

Luxury fashion brands are rushing to pick up members of NewJeans -- the buzzy new K-pop girl group from ADOR, a sub-label of HYBE Corporation, home to BTS.

The rising rookie act, created by Min Hee-jin -- the industry veteran behind major names like Girls' Generation and SHINee -- has quickly become one of the hottest in South Korea thanks to everything from their music to their '00s-influenced style. Following up on Hanni, who was picked up by Gucci as the house's new ambassador, it seems like Hearin is the next member from the group nearing a brand deal as the 16-year-old was recently spotted in a look mostly featuring Dior pieces.

While nothing is confirmed as of writing, speculation of Dior signing with NewJeans has been around for some time now, especially after the Parisian brand started following NewJeans on Twitter.

For the quintet's most recent airport appearance on their way to Japan for the 2022 MAMA Awards, Hearin sported a black jacket with fur detailing on the collar and cuffs, paired with flared jeans from Dior's latest collection. The star completed her look with the Dior Boy loafer in black and white, as well as a floral iteration of the Lady D-Lite bag.

This isn't the first time the musician was seen wearing Dior -- NewJeans appeared in a Harper's Bazaar Korea editorial earlier this year with all members of the quintet dressed in the fashion brand from head to toe.

Could this mean that Dior is the next luxury brand to sign with the rising K-pop group? Stay tuned as we learn more.

While you're here, see our list of 60 sneakers that have been approved by NewJeans.