NewJeans Rebrands as NJZ Amid Ongoing Legal Battle with ADOR
With a new name, a bold new aesthetic, and an upcoming high-profile performance, NJZ is ready to take control of their narrative—and the global stage.
The K-pop industry is no stranger to reinvention, but for the five members of NewJeans—now officially rebranded as NJZ—their transformation is more than just a name change. The group announced their new moniker on February 7 via Instagram, marking a fresh chapter in their career as they navigate a high-profile legal dispute with their former label, ADOR, a subsidiary of HYBE.
The decision to rebrand follows their unilateral departure from ADOR on November 28, amid a heated contractual battle and allegations of mismanagement. The quintet—comprised of Haerin, Hyein, Danielle, Hanni, and Minji—initially launched a new social media presence under the handle @jeanzforfree before updating it to @njz_official, cementing their new identity.
The name change was accompanied by an announcement that NJZ will be performing at ComplexCon Hong Kong in March, sharing the stage with South Korean rapper Zico and American hip-hop producer Metro Boomin. Despite the turmoil surrounding their departure from ADOR, NJZ is intent on forging ahead, with Hanni emphasizing in a statement to CNN that they are focused on “turning this rough period of time into something more exciting.”
While their legal woes remain a pressing issue—ADOR is actively seeking a court injunction to prevent NJZ from pursuing advertising deals, with a preliminary hearing scheduled for March—the group is determined to shift the focus back to their music and artistry. “Even though we have to leave our previous name behind us for a bit, we’re not fully moving on from it,” Hanni said. “Being NewJeans was a very special period of time to us, and it’s something that our fans also probably hold really dear.”
Alongside the name change, NJZ is embracing a more experimental image. “It’s definitely going to be very different from what people are familiar with … and the image that we debuted with,” Hanni teased, hinting at a shift away from their signature ‘girl next door’ aesthetic. Instead, NJZ is leaning into a sharper, bolder look, incorporating streetwear and non-gendered fashion. Their recent announcement campaign—featuring the members in red contact lenses, futuristic styling, and edgy visuals—signals a dramatic departure from the fresh-faced innocence that initially defined them.
NewJeans first took the industry by storm in 2022 under ADOR, quickly becoming one of K-pop’s biggest breakout acts with viral hits like Hype Boy (2022), OMG (2023), and Super Shy (2023). However, their rapid rise was shadowed by internal discord, with the group accusing ADOR of “mistreatment not just toward us but also toward our staff, countless preventions and contradictions, deliberate miscommunication, and manipulation regarding multiple areas.”
As the legal battle unfolds, NJZ is determined to carve out a future on their own terms, proving that even in the face of adversity, reinvention is possible.
