WINTER of aespa is the face of a new editorial collaboration between ELLE Korea and New Balance. The campaign landed on the group’s official Instagram account this week.
The post was shared from the aespa official account, with WINTER as the sole group member featured in the branded shoot. The caption was brief: “ELLE Korea with WINTER X New Balance.” Both partners were tagged directly, a clear sign this is a structured campaign rather than a casual product mention.
WINTER, born Kim Min-jeong, has been one of the more visually prominent members of aespa. The group debuted with SM Entertainment in 2020, and they’ve grown into one of K-pop’s most recognized acts globally. Each member has started building individual brand presence alongside their collective work. An ELLE Korea x New Balance editorial is exactly the kind of solo feature marking that growth.
New Balance has been on a real rise in K-pop and street-style circles. The brand’s retro sneaker silhouettes have moved well beyond athletic gear into genuine everyday fashion. Classic NB models have become go-to wardrobe pieces. They offer a clean, relaxed look without the designer price tag. Pairing with ELLE Korea and featuring a member of one of K-pop’s biggest groups is a smart way to deepen that fashion credibility on a global scale.
ELLE Korea has a long history of pairing top-tier idols with major brand features. Their editorial campaigns regularly travel beyond the Korean domestic market and reach international K-pop audiences. WINTER fronting a New Balance shoot lands right in line with that track record.
The aesthetic on display here travels well outside the K-pop circle. New Balance’s approach leans on clean sneakers and simple silhouettes. It’s genuinely replicable. High-end editorial shoots can make a style feel untouchable, but this collaboration leans into something more relaxed and everyday. The shoes carry the outfit, and the rest supports them. That same balance works just as well off the page as on it.
The post gathered over 202,000 likes on Instagram. For a branded campaign post rather than a personal snapshot, that number signals the collaboration genuinely connected with fans.
For aespa followers tracking WINTER’s individual moves alongside the group’s releases, this editorial is a meaningful step. She’s developing a clear fashion identity. Placements at this level put her name in front of a much wider audience.
K-pop’s pull on global brand partnerships hasn’t peaked yet. WINTER’s ELLE Korea x New Balance campaign is a good example of how far that influence now reaches.
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