Global luxury brands have recently been using teenage K-pop idols as ambassadors and advertising models. In the past, they have chosen idols in their 20s, such as BLACKPINK's Jennie and Jisoo, but recently the age range has been lowered to teens. All members of NEWJEANS have been selected as ambassadors for Chanel, Dior, Gucci, Burberry, Saint Laurent, etc. The move is attributed to the fact that the age of luxury consumption is decreasing and the proportion of MZ consumers is expected to increase.

On the 27th, according to the industry, Dior recently appointed Haerin (17), a member of K-pop girl group NEWJEANS, as an ambassador for jewelry, fashion, and beauty. "NEWJEANS' Haerin will be the Global Ambassador for Dior Jewelry and the House Ambassador for Dior Fashion and Beauty," Dior and NEWJEANS' agency, Adore, said in a statement. "This bond strengthens our precious relationship with Haerin more than ever, and marks the beginning of an extraordinary journey between Dior and Haerin, who embodies creativity with elegance and daring," Dior said.

Previously, NEWJEANS' Hani was named ambassador of Gucci and Giorgio Armani Beauty, Hyein was named ambassador of Louis Vuitton, Danielle was named ambassador of Burberry and Saint Laurent Beauty, and Minji was named ambassador of Chanel Beauty, Fashion, Watches & Jewelry.

The successive appointment of teenage idols as ambassadors of luxury brands is likely due to the prospect that the MZ generation will become the main consumers of the luxury market. According to a recent CNBC broadcast, consulting firm Bain & Company reported in a recent report that "by 2030, Alpha Generation (born after 2010) and MZ Generation (Millennials + Generation Z) will account for 80% of the sales of high-end fashion brands worldwide," and that "they will become the mainstay of luxury consumption." In particular, Bain & Company analyzed that the age of luxury consumption is decreasing due to the influence of social networking services (SNS). Bain & Company also found that Generation Z (those born in the mid-1990s to early 2010s) and the subsequent "Alpha" generation (currently 13 years old or younger) will account for more than one-third of luxury spending by 2030.

According to the report, Gen Z'ers will make their first luxury purchase at around age 15, three to five years earlier than millennials. This is due to rising affluence, the proliferation of social media, and the ubiquity of online sales channels, which have made it easier to afford luxury goods.

Despite soaring inflation, subsequent interest rate hikes, and the economic downturn, sales of luxury fashion brands were unaffected last year, with global sales rising 22% year-on-year to €353 billion, according to Bain & Company. This year's sales are expected to increase by roughly 3 to 8 percent, although it depends on the resumption of economic activity in China after "zero Covid" and the economic situation in the U.S. and Europe.

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1. I really think that this is a problem... I wish that teen idols wouldn't become ambassador until they are adults

2. People in their 20-30's are the ones buying luxury items themselves and most of teens are just spending their parents' money... If kids continue to nag their parents to buy them luxury items, of course they will end up buying them just like the North Face padded jackets back then

3. I do think that it's problematic to have teenagers as luxury brand ambassadors

4. Nobody can claim that ambassadors don't have influence anymore. These companies are well aware and that's why they select those idols

5. Ah seeing it like this makes me realize why idols are the ones being ambassadors. It's freaking bad

6. Everything said here was true

7. NEWJEANS shouldn't be blamed here but the society

8. But that's their purpose... the parents must be having a hard time

9. That's right and that's the aim of all these ambassadorships

10. It's indeed an issue... It's like inciting teens to buy luxury items

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