Abstract

Purpose: This study analyzed the styles of 5th generation K-pop idol groups that debuted in or after 2022 and have more than five million followers on Instagram, focusing on the characteristics of Y2K fashion. Research design, data and methodology: The characteristics of Y2K fashion were classified based on a review of previous studies. Visual materials were collected from televised music program performances, official performance videos released by the groups’ entertainment agencies, and other relevant sources, and were comparatively analyzed. Results: NewJeans emphasized a natural and youthful image through high-teen style. LE SSERAFIM presented a healthy and athletic image through athleisure style. BABYMONSTER combined athleisure style with hip-hop elements to express a free-spirited image. ILLIT highlighted a lovely and youthful image through high-teen style. NMIXX used high-teen style to emphasize a confident and assertive image. Conclusions: The 5th generation K-pop idols are using Y2K fashion as a means of expressing their own identity and connecting the past with the present. This brings back memories of the past while communicating with the public, while providing familiarity and newness, suggesting that K-pop idols' Y2K fashion style is not just clothes, but as a medium that expresses the individuality and sensitivity of the generation.