New Jeans, New Gen
Changing the K-Pop Game.
Can there be anything new in K-Pop? Min Hee-jin, the woman behind new K-Pop girl group New Jeans, aimed to break away from the industry’s “K-pop idol grammar.” Here are ways that New Jeans are bringing a fresh new take to K-pop.
1. Minimalism
New Jeans’ style choices are much more pared down than the typical rookie group fashion, opting out of the overly-embellished outfits, natural hair styles, and subtle makeup.
2. Authentically adopting Gen-Z trends
The surge of the Y2K aesthetic is undoubtedly driven by Gen-Z, and applying its vintage-tech nostalgic appeal to their album covers seamlessly aligns themselves with the current cultural trends.
3. Merging the old and the new
As a way for members to communicate with fans, New Jeans released an app called Phoning. The app is an innovative fan-retention strategy, but the UI/UX remains consistent with Y2K motifs.
We here at MarcMade are big fans of New Jeans.
Q. What will it take for other K-Pop groups to recreate the New Jeans effect?
