On December 9, 2024, Danielle of NewJeans graced the cover of VOGUE Korea’s latest issue, captivating fans with her distinctive charm. However, the cover story came amidst escalating tensions between NewJeans and their former agency, ADOR, following the group’s decision to terminate their exclusive contracts last month.
On November 28, 2024, the five group members—Minji, Hanni, Danielle, Haerin, and Hyein—announced the termination of their contracts with ADOR, a HYBE subsidiary. The group accused the agency of breaching contractual obligations, citing unresolved grievances and a lack of support despite repeated demands for corrective action.
The termination became effective immediately on November 29, eight days after the former ADOR CEO, Min Hee-jin's resignation (November 20).
The contract dispute raised concerns among fans about its potential impact on the group's lucrative endorsement deals. The group has been the face of major global brands, including Louis Vuitton, Calvin Klein, and Coca-Cola. Speculations arose that the legal feud could tarnish their image or lead to the termination of partnerships.
However, Danielle’s feature on VOGUE Korea offered reassurance that the group’s influence remains intact. Fans viewed the high-profile cover as a testament to the members’ marketability, even amidst their ongoing dispute over departure from ADOR. One fan wrote on X:
"WHAAAT!! And they said they were gonna get blacklisted!?"
Fans were surprised to see the latest VOGUE Korea cover of Danielle for Omega Watches amidst the swirling contract termination controversy.
"I am also surprised to see our picture on the Vogue cover, but maybe this dream will come true," one fan wrote.
"Is this the vogue one that was supposed to be cancelled?" another fan said.
"Wait so the Vogue shoot happened????" another fan remarked.
Others tried to deduce that since endorsement deals depends on the brands and advertisers instead of the K-pop agencies, the group members potentially could continue with their signed deals.
"It’s all the advertisers choice too so that means NewJeans blue chip advertising power has went nowhere and the image is still perfect no wonder what Hybe stans say," one fan wrote.
"Advertising is completely at the advertisers discretion meaning they see NewJeans as a big global purchasing power still despite the dispute the advertisers are likely to side with NewJeans over Hybe and Ador because NewJeans is the money," another fan added.
"I love thay with each editorial they just become more luxurious and more reputable as a brand and as individuals. This is that kind of God-given beauty& slay that you can’t replicate so it makes sense why brands want to continue to work with them. They are indeed legendary girls," another fan stated.
NewJeans' tumultuous split with ADOR amidst ongoing feud between Min Hee-jin and HYBE
NewJeans' departure sparked industry-wide discussions due to its unprecedented nature, bypassing typical legal disputes such as preliminary injunctions. ADOR, however, refuted the termination, asserting that their contracts remain valid until 2029 and filing a lawsuit against December 5 to confirm this claim.
The members emphasized their dedication to fulfilling ongoing obligations while distancing themselves from ADOR's management practices. The group stated during their press conference that they would "fight" to keep their name "NewJeans" even after parting ways with ADOR.
Despite the legal battle, the girl group expressed their commitment to continue activities as an independent group, claiming they have full rights to use their group name and brand. Billboard reported that the group declared during their press conference on November 28, 2024, that they wish to release new music as well.
“Once we leave ADOR, we’ll aim to proceed freely with the activities that we really desire. We really wish to be able to release new music for Bunnies, next year, as soon as possible, whenever. We really hope that we have the opportunity to meet you guys from all around the world.”
The dispute also highlighted ongoing tensions between HYBE Corporation and Min Hee-jin, the former CEO of ADOR. Her departure from ADOR on November 20, 2024, reportedly exacerbated internal conflicts, with NewJeans siding with Min Hee-jin and criticizing ADOR’s subsequent leadership.
Despite the turmoil, the group received overwhelming support from their global fanbase, Bunnies. Fans have taken to social media to express solidarity with the group, praising their decision to prioritize their mental health and professional integrity over a strained agency relationship.
While the legal dispute is far from resolved, the group’s ability to maintain its brand and visibility offers hope for a successful independent career. As the lawsuit between ADOR and NewJeans unfolds, Danielle's cover feature on VOGUE Korea serves as hope for their fans that they won't get "blacklisted" by brands.