After landing its first No. 1 and first entry on the Billboard 200 albums chart with their EP “Get Up” in August, NewJeans, which features Minji, Hanni, Danielle, Haerin and Hyein, made its U.S.-awards debut on the Billboard Music Awards 2023 on Sunday. The K-pop group took the stage to perform their hit singles “Super Shy” and “OMG.”

“We practiced loads and made sure we were all on the identical page regarding the variety of energy and the performance we desired to portray,” Hanni told WWD. “We’ve put in extra effort,” Haerin added. 

Because the “bunnies” — the nickname given to NewJeans’ fans online — got here to know, fashion is an intrinsic a part of NewJeans’ performances and it wasn’t different on the BBMAs. Channeling preppy inspiration with Y2K elements, the K-pop stars wore schoolgirl outfits harking back to Britney Spears’ “…Baby One More Time” video. 

“It’s a faculty look that matches the intro a part of the performance, which highlights each member’s individuality! And personally, I actually liked the “OMG” outfit, which felt so lovely and cute!” Hyein said. “Our stylist all the time puts loads of effort into having subtle variations intimately that, depending on the member, represent their personality and image on stage. All while keeping us consistent with the identical theme and vibe of clothing as a bunch,” Hanni added. 

NewJeans is taken into account a phenomenon even within the eyes of the K-pop industry, which is so used to seeing its artists reach stratospheric numbers in sales and streamings. The group, which was nominated for five BBMAs this 12 months, released its first video in July 2022 and have become the fastest K-pop act to hit one billion streams on Spotify in May. They’ve also collected ambassadorship deals with coveted luxury fashion houses. 

“I even have a lot affection for the brands I work with and I’m excited to see what we’ll work on next!” said Minj, who became an envoy for Chanel’s Beauty, Fashion and Watch & Jewelry in February. 

Danielle, who was recruited by Burberry in January and by Yves Saint Laurent Beauty in March, revealed that her passion for top fashion began in childhood. “Ever since I used to be little, I’d have such a blast playing dress-ups, picking out cute outfits and even styling my toys!! I remember going to my grandparents’ house and borrowing their high fashion clothing pretending I used to be a princess or a rockstar!! My first time being styled was so exciting and brought back all these blissful memories!! I just feel that with fashion, there isn’t any limit, and you may turn out to be whoever you could wish!” she said. 

An envoy for Dior since April, Haerin praised the connection between fashion and music. “Each artist has their very own unique character, I believe all of them influence one another in various ways,” she said. “There may be such a wide range of fashion on the market and seeing how artists can capture their personalities and characters through their styling may be very interesting and impactful to the viewers,” Danielle added. 

Adding to the group’s fashion influence, Hanni has been an envoy for Gucci since October 2022 and for Armani Beauty since February, while Hyein became the youngest Louis Vuitton ambassador in December when she was only 14 years old.