The spotlight is shining on NJZ (formerly known as NewJeans) as they headline Calvin Klein‘s latest Spring Denim campaign, a vibrant and youthful collection that perfectly complements the group’s signature aesthetic. However, this high-profile partnership unfolds against a backdrop of significant controversy, including a highly publicized contract dispute with their former label, ADOR, and a recent rebrand.
A Nostalgic Dream: NJZ and Calvin Klein’s Spring Denim
Captured through the lens of photographer Oliver Hadlee Pearch, the campaign showcases Minji, Hanni, Danielle, Haerin, and Hyein in a series of laidback and playful ensembles. The collection itself leans heavily into nostalgic silhouettes, featuring baggy jeans, low-rise denim, and colorful baseball tees, all embodying a classic, all-American girl-next-door charm. This aesthetic aligns seamlessly with NJZ‘s retro-inspired music and visuals, making the collaboration a natural fit.
Beyond still photography, the campaign includes a short video featuring the members cruising in a car and dancing to Biig Piig‘s “Watch Me,” further emphasizing the youthful and carefree spirit of the collection. The campaign effectively captures the essence of spring with its light, breezy, and effortlessly stylish pieces.
Controversy and Rebranding: Navigating Turbulent Waters
Despite the campaign’s success, NJZ’s journey has been far from smooth. The group’s involvement with Calvin Klein marks their first major campaign since reports surfaced of a split from their former label, ADOR. This separation has been accompanied by a rebrand, with the group now operating under the name NJZ. Adding to the confusion, their original social media accounts remain active, even as the group has transitioned to a new account. ADOR their agency is vehemently asserting that their exclusive contract is still valid and a legal case is set to be heard in March.
Despite the ongoing controversies, NJZ is pressing forward with their career. The group is set to make their stage debut under their new name at ComplexCon Hong Kong from March 21-23.
What are your thoughts on the NJZ staring under a new ad campaign without the consent of ADOR? Are they setting themselves up for more legal trouble in the next months? Let us know in the comment section below!
