aespa are proving again why they are the fashion queens of the K-pop industry
Alter egos, costumes and fictional lore are not new phenomena in the world of music. One need only look at the career of the late David Bowie to see a litany of characters drawn from influences, ranging from kabuki theatre to science fiction. In the case of the girl group aespa, it seems the K-pop industry is finally catching on.
At first glance, the group—comprising of members Karina, Giselle, Winter and Ningning—seem like the prototypical K-pop idols; impeccably styled in the latest trends, with an almost otherworldly aesthetic, But a visit to their website reveals a twist: the group’s members total eight. aespa is one of the first groups to fully embrace the concept of the Metaverse, with each member represented by a digital avatar existing in the “fictional” world of “Kwangya”.
Conceptually the group has pushed boundaries, creating a lore that rivals Philip K Dick in terms of scope, as well as releasing digital-only collections, yet the group’s success is firmly rooted in the real world. They are global marketing stars, having seen their image plastered all over the likes of moisturising masks, and makeup products, as well as becoming the global ambassadors for the luxury fashion house, Givenchy.
It would be easy to dismiss the group as another highly commercialised product of the K-pop machine, doing so would be a disservice to the years of training and dedication each member has gone through. This notion of celebrity and the illusion behind it isn’t a concept the group is naive to. Leader of the group Karina explains, “When you think of a star…they shine and sparkle. There’s an allure, but also a distance. An idol is someone who expresses all of those emotions, good and bad.”
On the back of the success of their first album Armageddon, the group is back with their fifth mini-album, Whiplash. Confident, bold and sleek, the music video for Whiplash proves why the group has been described as one of the most fashion-forward in the K-pop scene, serving up a buffet of style that doesn’t disappoint.
Whiplash is available now to stream on all major platforms.
