Calvin Klein’s Fall 2024 Campaign With K-pop Group NewJeans Generates $3.1 Million in Media Exposure in Just 48 Hours

Calvin Klein announced the K-pop group NewJeans as the stars of the American luxury fashion label’s fall 2024 campaign on Tuesday. The campaign features NewJeans members Minji, Hanni, Danielle, Haerin and Hyein making their Calvin Klein debut in images captured by Gordon von Steiner.

The fall 2024 campaign features the NewJeans singers wearing pieces from the American label’s fall essentials, including jeans, T-shirts and outerwear. NewJeans shared the campaign images to their official social media account on Tuesday, leading to $554,000 in Media Impact Value with a single placement, according to LaunchMetrics. (MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online and social media in order to calculate ROI.)

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After 48 hours, the campaign generated $3.1 million in MIV. Along with photos from the campaign, NewJeans stars in a companion video, featuring the girl group dancing along to “It Girl” by Kah-Lo, Karma Fields and Associanu.

“We are so excited to be starring in a Calvin Klein campaign,” NewJeans said in a statement. “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.”

Along with the pieces modeled by the NewJeans members in the campaign, the fall 2024 collection features a bevy of new styles and looks with vintage inspiration. ’90s straight jeans, faux leather miniskirts and a monogrammed logo T-shirt are among the selections in the fall 2024 collection.

The members of NewJeans join a growing roster of celebrities who have modeled for Calvin Klein. Jeremy Allen White, Greta Lee, Kendall Jenner, Jennie, Jungkook and Alexa Demie have all appeared in campaigns for the American label.

NewJeans made their debut in 2022 with their single “Attention.” The group’s approach to pop music has been likened to iterations on the genre from the early 2000s and ’90s. NewJeans are also serve as global ambassadors for Levi’s and starred in a campaign for the brand in September 2023.

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