Highsnobiety Magazine presents a special, limited edition issue starring NewJeans. In their first international print cover story, Minji, Danielle, Hanni, Haerin, and Hyein open up on their year of ascendance. Order a copy now while supplies last.
On July 21, 2022, the face of K-pop changed without warning. “You got me looking for attention,” sang five youthful girls, dancing on an impossibly green soccer field as they whipped their jet black hair against the crisp breeze. ADOR, a sub-label of BTS’ agency HYBE, had surprise-dropped the music video for “Attention” by NewJeans, a fresh team of super-rookie female idols.
In an unprecedented move for a newly debuting K-pop group, NewJeans released three title tracks and music videos without teasers. Their second title track, “Hype Boy,” became an instant viral sensation, spawning countless dance cover videos on social media and Korean popular television. On the first day of their album sales, they set the local record as the best-selling debut album by a female group. This was less than a year ago, before the 8 million Instagram followers and multiple high-fashion campaigns.
Fans of K-pop immediately knew who they were. They were the creation of Min Hee-jin, who’s responsible for successfully branding veteran groups such as Girls Generation, SHINee, f(x), EXO, and Red Velvet. There were clues relating to her new secret project, and stans had been patiently waiting for years. Fans continue to speculate that NewJeans is a play on Min’s first name, pronounced hee-jeen. Others, myself included, guessed NewJeans was a play on “new genes” — a resolute declaration or promise that they’ll breathe new life into what’s been boxed in as “K-pop.” This might not have been the intention behind the name, but that’s certainly what NewJeans seems to be doing.
NewJeans stand out for what they aren’t. In an industry laden with fantastical, out-of-reach idols veiled in mystery, NewJeans is nostalgic,…
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