Since their launch two years ago, their sound, lyrics, and aesthetics have offered a fresh perspective on girlhood within the Korean Wave.

In the girl group market, aesthetics are often defined by a strong emphasis on femininity. An article published by the Department of Fashion and Apparel Design at Fuzhou University in Xiamen, China, notes that some of the very first generations of female groups drew inspiration from a ‘girly’ style, while the second era was primarily inspired by retro styles.

For several years, many of these groups showcased themselves to the market with a sexy style which appealed to a male audience.

The main difference among today’s K-pop girl groups is the growing presence of female consumers. The ‘Girl Crush’ style is all about strong, independent women who aren't afraid to be themselves. It's a mix of confidence, power, and a little bit of boyishness. This style is breaking down outdated ideas about what girls should be like and has become popular with female fans.

NewJeans, in particular, have ‘crushed’ this style since their debut back in 2022 and continue to reap the rewards of encapsulating this popular style within their brading.

NewJeans and their fresh take on ‘Girl Crush’

Music genres like R&B, electropop, and hip hop each have distinct styles. NewJeans seamlessly blends these influences in their music, as well as in their overall style. Moreover, the Y2K trend from the early 2000s has been a significant inspiration for their music and aesthetics. They often pair denim with crop tops or graphic tees, creating a casual, laid-back look.

Many of their songs celebrate the joy and freedom of being young, encouraging listeners to embrace their unique personalities and styles. They also frequently reference iconic moments and trends from the past.

Tracks like "Super Shy," one of their first hits, is a playful and energetic song that delves into the struggles of shyness and attraction. The lyrics vividly capture the internal conflict of feeling both nervous and excited around someone you like, and the desire to impress them.

Similarly, the self-titled track "New Jeans" exudes a youthful and carefree vibe. The song embodies the essence of adolescence, celebrating the joy of being young and the desire to live life to the fullest.

NewJeans' ‘Girl Crush’ appeal is reflected in their wardrobe choices, musical sound, and lyrics. By drawing inspiration from diverse styles and seamlessly blending them with their unique concept, the group creates a fresh and empowering image that resonates with their fanbase.

Their music explores themes of self-discovery, friendship, and individuality, fostering a sense of connection and relatability.

Edited by Ciara Carson.