NewJeans collaborated with STONEHENgE for the 2025 Lucky U campaign, showcasing their refined visuals with minimalist styling. Despite ADOR filing a court injunction to restrict the group’s advertisement activities, the campaign faces no legal issues. Public support for NewJeans remains strong, with many praising their visuals and criticizing ADOR’s handling of the dispute.
NewJeans and STONEHENgE Collaborate for 2025 Campaign
Jewelry brand STONEHENgE, with NewJeans as their exclusive models, unveiled the 2025 Lucky U campaign. The campaign features NewJeans members in minimalist fashion and white backgrounds, paired with jewelry to create a sophisticated aesthetic. The members showcased the Lucky U collection’s latest designs, emphasizing the line’s refined and unique charm. Since its launch in 2019, the Lucky U collection has been a bestseller, gaining significant popularity. STONEHENgE products, including those featured in the campaign, are available online and at department stores nationwide.
ADOR and NewJeans Face Contract Disputes
Despite NewJeans’ prominent advertisement activities, they recently declared the termination of their exclusive contract with ADOR. Their last official schedule under ADOR was an awards ceremony earlier this month. In response, ADOR filed an injunction with the Seoul Central District Court to prevent NewJeans members from signing advertising contracts or engaging in related activities without the company’s consent. ADOR insists the exclusive contract with NewJeans remains valid until July 2029.
STONEHENgE Campaign Faces No Legal Issues
ADOR confirmed awareness of the STONEHENgE campaign, clarifying that the advertisement contract was established before the dispute. Consequently, NewJeans’ involvement in the campaign poses no legal conflict. Meanwhile, NewJeans members continue their activities without using the group’s name, instead introducing themselves individually.
Public Reactions to NewJeans and STONEHENgE Partnership
Online communities, such as MLBPARK, expressed positive opinions about NewJeans’ partnership with STONEHENgE. Fans praised the members for their stunning visuals in the campaign. Many also sympathized with the group, seeing the contract dispute as an issue caused by ADOR rather than individual misconduct. However, some noted the court’s decision on ADOR’s injunction might significantly influence the group’s future activities.
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