Allegations of mistreatment from SM Entertainment have surfaced once again as fans accuse the company of sabotaging aespa Ningning’s brand deal with Versace.
This season’s Milan Fashion Week is in full swing, with the F/W 2025 show calendar running from February 25 to March 3. With the top fashion houses showcasing their latest collections and brand ambassadors making high-profile appearances throughout the week, fans unsurprisingly presumed that Versace’s global brand ambassador Ningning would be in attendance.
Expectations rose higher when fellow member Karina headed to Milan on February 26 to represent Prada at their show, turning heads with her new bob haircut.
Rather than flying to Milan herself, however, Ningning remained notably absent from the event lineup. Fans’ hopes were soon completely dashed when the star was seen traveling directly to London for aespa’s upcoming SYNK: PARALLEL LINE concert with Giselle and Winter.
While it’s not uncommon for brand ambassadors to skip fashion week events in favor of conflicting schedules, it appears that Ningning was not busy on the day of Versace’s show, February 28. In fact, she greeted fans on the chat platform Bubble to let them know she’d been making a blueberry smoothie, presumably at aespa’s dorm.
ningning bbl update
i wasn’t able to share this earlier cuz of my meeting but ningningie is cute
she’s really making an effort to live healthier ☺️☺️ pic.twitter.com/WAKni56HQx— win 🤍🩵💙⛄️❄️🧊 (@aeswinterismine) February 28, 2025
Given that Stray Kids’ Hyunjin, a Versace brand ambassador since July 2023, did make a dazzling appearance at the event that day, it also appears that Korean representatives were indeed invited to the event.
ningning if she wasn’t in sm https://t.co/Y1p9AJWNEY
— Kiara (@aenovaaa) February 28, 2025
Ningning’s relationship with Versace has been particularly strong since her appointment as global brand ambassador in early February 2024. Alongside fronting the Kleio Bag campaign in August and starring in Versace’s holiday campaign in November, Ningning also appears to be a favorite of artistic director Donatella Versace herself.
The two were seen to have a close working relationship even before Ningning was announced as Versace’s ambassador, dining with each other at an event in Shanghai back in October 2023.
Now, however, Ningning’s highlight seems to have been removed from Donatella Versace’s Instagram account.
No more #NINGNING highlights in Donatella Versace’s Instagram?!@SMTOWNGLOBAL THE FUCK ARE YOU ON?! #TREATNINGNINGBETTER #NINGNINGxVERSACE pic.twitter.com/2KRgWhcP9E
— Z ઇଓ⋰˚✩ (@whoopreads) February 28, 2025
Fans also believe the official Versace account may have unfollowed Ningning on Weibo, though it’s unconfirmed whether the brand was following her there previously.
nn has a high probability of not attending 25fw. The ticket has already been canceled, and a new ticket has been booked that directly flies to London (the next Aespa concert). Additionally, Versace’s Weibo account has unfollowed nn.
let’s lower the expectation
— ʚଓ (@bnntterfly) February 27, 2025
Unsurprisingly, the sudden silence between Ningning and Versace has fans slamming SM Entertainment for what they say is the latest — and one of the worst — in a long line of mistreatment incidents.
all of versace’s ambassadors, every single one, are already in italy for milan fashion week except for ningning… i feel so bad about this. after a global campaign for the brand, the least sm could do is let her go
our ning is truly getting robbed @smtownglobal hope you rot in… pic.twitter.com/N2W3wj5ywM
— ִ (@heartstoaespa) February 28, 2025
ningning 😭😭😭 sm fucked up so many times but this is on whole another level of fuckery for them to sabotage her career like that 😭😭 im so sorry everyone failed you ning 🥲🥲
— nia (@aesparaguus) February 28, 2025
The agency even faced similar accusations in February last year, when Ningning attended the opening of Versace’s new Beijing store shortly after her ambassadorship was announced.
sm has done nothing to support ningning’s ambassadorship and has compromised her relationship with the brand multiple times. i hope she knows we’ll always support her in every project and that so many fans are rooting for her
— liz ꫂ ၴႅၴ (@rinacvnty) February 28, 2025
According to witnesses at the event, Ningning wasn’t permitted to take photos with other VIP guests, was scolded by SM Entertainment staff, and was then forced to return to Korea early. At the time, many speculated that the company may have been trying to limit Ningning’s influence in China, her home country.
Thankfully, despite concerns, Ningning appeared to be in good spirits at the airport with her fellow aespa members — something fans are impressed by given the repeated alleged sabotage of her career.
despite sm’s continuous sabotaging to her career, ningning never fails to laugh and deliver a smile to those around her. i hope you achieve what you truly deserve, ning. pic.twitter.com/hwuLKQKuqS
— j ♡ (@jenoningz) March 1, 2025
Earlier this week, it was also announced that Ningning has been selected as Maybelline New York‘s Asia brand ambassador.