The K-Pop world is buzzing after NewJeans member Haerin’s first major brand activity since the group’s announced return to ADOR. This highly anticipated move has, perhaps unexpectedly, triggered major backlash after the company issued a statement of explanation, leaving fans with more questions than answers.
Haerin Steps Back into the Spotlight with Dior
This week, Haerin unexpectedly appeared in a new photoshoot for Marie Claire Korea’s September issue. The pictorial was shot in partnership with Dior, which first chose Haerin as its brand ambassador back in April 2023. This collaboration reignited excitement among Bunnies, who have been eagerly awaiting new content.
ADOR Addresses the Shoot Amidst Group’s Uncertain Future
The shoot marks NewJeans’ first official brand advertisement since the group was announced to return to ADOR in November 2025 following their lengthy legal dispute, coming amidst speculation and confusion about the future of their career. Shortly after photos of Haerin were revealed, ADOR addressed the photoshoot directly in a statement to Yonhap News.
We received an offer for a photoshoot, and after discussing it with Haerin, we decided to proceed.
— ADOR spokesperson
Given the relative silence on NewJeans’ future, many fans were excited to see new content for Haerin. It offered a glimpse of activity and a hopeful sign for the group’s trajectory.
Fan Reactions: Excitement Meets Fierce Criticism
i’m just happy that haerin was surrounded with people who loves her and wanted to do this for HER🤍 pic.twitter.com/FLUWPqsTMK
— haerin ❦ (@haerinsources) August 14, 2026
of course this is why dior couldn’t let go of haerin… you don’t let a GOAT visual like this walk away she’s everything and dior knows it pic.twitter.com/AjwffDQ0Tr
— im.🐈⬛ (@ialwayswndst) August 14, 2026
Among the positive responses, however, was fierce criticism from fellow fans. Many slammed ADOR for a statement that sounded more like “excuses,” while others lamented how difficult it has been for them to support the group since their return to ADOR. The divide highlights the complex emotions surrounding NewJeans’ current situation.
What’s Next for NewJeans’ Music Activities?
What’s next?? You gonna cheer when HYBE and ADOR forces our girls to apologize?? 😒
— 1tokki (@juantokki) August 14, 2026
i wish i could be happy about this but it just all feels forced cause they’re stuck at hybe https://t.co/EYxA0FhTBk
— ੈ✩‧₊˚ kat !! is boycotting hybe (@hyeinsmuse) August 13, 2026
Even the way they word a simple promotion of this is snarky.
Instead of a normal agency, who respects their artists and wants them to thrive, celebrating a photoshoot they basically make “excuses” for it “we got an unusual offer to promote Haerin and reluctantly went ahead” pic.twitter.com/SxyAmRoTZC
As for whether NewJeans will resume their music activities from here on, ADOR was careful to avoid associating the pictorial with any group-wide plans, stating, “We will provide an update once the specific plans and format for [NewJeans’s] comeback music activities have been finalized.“ This statement leaves the door open for future musical endeavors but provides little immediate clarity, keeping fans on the edge of their seats.
