Jewellery brand Stonehenge reportedly announces NewJeans as the face of 2025 Lucky You campaign, countering Ador's injunction claims

On January 20, 2025, South Korean media outlet Star Today reported that NewJeans has been selected as the exclusive face of Stonehenge’s Lucky You campaign for 2025.

The jewelry brand announced that the members perfectly embodied the campaign’s theme of hope and elegance for the new year, completing a polished visual with minimal fashion and new pieces from the Lucky You collection.

The collection, first launched in 2019, has been a consistent bestseller for its refined yet unique designs. Stonehenge emphasized that this collaboration was finalized before the onset of the group’s ongoing legal conflict with their former agency, ADOR, ensuring compliance with all prior agreements.

Despite the ongoing dispute, the brand expressed confidence in its partnership with NewJeans, and the campaign has already garnered attention for its modern aesthetics. Fans can find products from the collection, modeled by the group, at department stores and the brand’s online platforms.

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All that we know about the ongoing dispute between NewJeans and ADOR

The announcement from Stonehenge comes against the backdrop of a contentious legal battle between NewJeans and ADOR. The group declared their contracts with ADOR terminated in November 2024, in an emergency press conference. The members cited breaches of trust and alleged failures by the agency to meet contractual obligations.

ADOR refuted these claims, asserting that the contracts remain valid. According to the reports by KBS News on December 5, 2024, the label stated,

"We did not want the issue with our artist (NewJeans) to be resolved through legal judgment, but we made the inevitable decision because we judged that it was necessary to confirm to the artist and various interested parties that the exclusive contract between the company and the artist is not something that can be lightly terminated based on one party's claim."

To maintain control over the group’s activities, ADOR filed an injunction with the Seoul Central District Court, seeking to prevent the members from signing advertising deals or engaging in promotional activities without its prior approval.

ADOR justified its legal action as a necessary measure to avoid confusion and potential harm to third parties, including advertisers. The agency stated that unilateral terminations of exclusive contracts and independent activities could undermine the entertainment industry’s stability and deter future investments. As per the reports by Newsen, ADOR stated,

"This is a decision to prevent confusion and damage to third parties, such as advertisers, as the NewJeans members, who unilaterally declared the termination of their exclusive contracts, continued to independently contact advertisers and attempt to sign contracts."

Additionally, ADOR highlighted concerns over maintaining the brand value of the group, and its sole artist, and warned of broader implications for the K-pop market if such disputes are left unchecked.

NewJeans, however, has stood firm in asserting its independence, continuing to participate in projects like the Stonehenge campaign. ADOR clarified that the advertising agreement with Stonehenge was signed before the conflict escalated, confirming that no legal issues exist regarding this collaboration.

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This legal battle has drawn significant public attention, with fans and industry professionals closely watching how the case unfolds. Meanwhile, NewJeans has transitioned to using their names rather than the group title in certain activities, signaling their intent to move forward separately from ADOR.