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2023.07.21
CULTURE

Unraveling SPEED's 90s Fashion as Revisited in NewJeans' MV

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Today's “Reiwa era” (beginning May 1, 2019) is not only about fashion but also a time when the "Y2K Boom" is spreading once again within music videos.
The unstoppable momentum of K-POP is so pronounced that it is sometimes referred to as the fourth boom of the Korean Wave, with K-POP idols' music videos always being a hot topic. Recent developments include the emergence of NewJeans.
While their high-level singing and dancing are highly acclaimed, from around 2017, idols like BLACKPINK and TWICE have been garnering attention for their style of singing in music videos, mixing fashions from the late 1990s to the early 2000s. The Y2K style worn by K-POP idols is always talked about, but NewJeans, in particular, stands out.
In relation to NewJeans, not only the word "Y2K" but also the name of iconic J-POP group "SPEED" are often seen together. Why does NewJeans remind people of SPEED?
For those like the author who spent their youth in Japan in the late 90s, the popularity of SPEED is well-known. However, there are also many people from different generations who do not know SPEED.
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