I'm sure by now everyone and their mother knows I'm obsessed with K-pop. I've written features about it, styled shoots based on it, and forced everyone in the office to listen to Girls Generations "Genie" on repeat. As soon as I saw this I thought "how much budget did they blow on this masterpiece!?" The set design alone must have cost more than the average budget for a UK based girl band!
This music video imo is fashion genius. The list of designers CL, Bom, Dara and Minzy wear is endless, starting with new up and comers Sophie Hulme and Gemma Slack to street staple Cassette Playa and then finishing on silver reflective Gareth Pugh show pieces. This music video is an assault on the eyes, and I mean that in a good way.
Clash Fashion Director, Matthew Josephs