How a K-pop star became the face of global luxury fashion houses
In short: Hanni Pham, a member of the South Korean group NewJeans, has rapidly ascended to become a prominent global ambassador for luxury brands. Her influence in the fashion industry spans from high-end accessories to beauty lines, marking a significant intersection between the world of K-pop performance and international luxury marketing.
Born in Melbourne in 2004, Hanni Pham began her career in the K-pop industry after moving to Seoul for training. Since her debut with NewJeans in July 2022, she has balanced her musical contributions—including writing lyrics for tracks like Hype Boy and OMG—with a burgeoning career as a high-profile brand representative. Her entry into the luxury market was swift, beginning in October 2022 when she was signed by Gucci.
Her partnership with Gucci evolved quickly. By 2023, she was featured in promotional materials for the Horsebit 1955 handbag, appearing alongside actors Halle Bailey and Julia Garner. Her status grew further when she was selected as the exclusive model for a global campaign directed by Sabato de Sarno. This relationship expanded in 2024 when she was named a global ambassador for Gucci Beauty, cementing her role within the brand's aesthetic identity.
Beyond Gucci, Hanni has secured significant roles with other major houses. In February 2023, she began representing Armani Beauty, appearing in advertisements for their Power Fabric+ Foundation and Lip Maestro Satin lipstick. Her fashion presence is further underscored by her collaborations with luxury jeweler Chaumet and her 2024 appointment as a global ambassador for the footwear brand UGG. These roles, combined with her appearances on the covers of major publications like Elle, W Korea, and Marie Claire Korea, highlight the strategic importance of K-pop idols in modern luxury branding.
While her professional trajectory in fashion has been marked by rapid success, Hanni's career has also intersected with broader industry issues. In October 2024, she testified before the South Korean National Assembly regarding workplace environment concerns within the Hybe Corporation. Although the government ultimately determined that K-pop performers do not qualify for standard labour rights, the case brought significant attention to the treatment of entertainers. By December 2025, it was confirmed that she would continue her work with her label, ADOR.
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Sources
- Summary by Intellect · source: Hanni (singer)
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