Neo Culture Technology, or NCT to everyone is a male group that has recently re-released their iconic track Limitless to the Japanese market. One of the main focal points of the release being the music videos, it wasn't hard to see the differences between the two cultures of fashion. As well as the success the group has gotten since the singles first debut.
Limitless Korean ver. (January 2017): Raw version and Performance version
Limitless Japan ver. (November 2017)
In this post I want to analyse the differences and similarities between the styling, and does this correlate to the audience or the timing of the videos.
My inspiration for this sprung from an article I read on VOGUE's website: https://www.vogue.com/article/nct-127-dream-kpop-band-fashion-style
The article titled- Why K-Pop’s NCT Has Limitless Fashion Potential- talks of their very street and urban style that has now rippled into their own individual styles, including that in the urban life of Seoul. As quoted:
"Their exposure to eclectic fashion has filtered into their own lives, too. “From wearing such unique clothes, I no longer think ‘Oh, that doesn’t go together,’ ” Jaehyun added, laughing. One might say that the possibilities are limitless."
Limitless: Korean Ver
The one thing that people said when they debuted this look is that they look like a rejected 90s hip-hop group. (Harsh but not wrong, it's not my favourite styling ever) However, it is filled with hidden gems amongst the eclectic layering of clothing and gold chains. Within the wardrobe for Limitless is a very unique collaboration of many sportswear brands, as well as brands associated with sport, or 21st century male 'coolness'.
SUPREME is the big noticeable brand in the music video. Featured on jackets, hairbands and t-shirts. The items used from the brand are also not usually ones you can see in stores, nor have I personally have seen outside of NCT wearing them. This is the dominating brand. Many fans even said that it looked like an advertisement for Supreme.
Another brand featured is A Bathing Ape, or Bape. Yet again another sport-lux style.
Below are some more examples of sport-esque brands that were featured in their range of brands. Ranging from Adidas to Opening Ceremony. Another thing to point out is that most of these brands are featured on Hype-Beast, therefore are seen as the trend houses of the generation they aim for.
In terms of higher market brands they do feature minimal pieces from Gucci and Burberry, that fit with their hip-hop concept. However, these do not dominate the music video. Therefore the styling can show that they have the money and resources given to them to look as good as possible however, they are quite a new group therefore won't have a lot of money compared to the older groups in their company.
Limitless: Japanese Ver
The hip-hop, sports theme is still apparent within this music video. Featuring some of the brands from the Korean version. One main difference however is the colours. Compared to the first theme, where reds and shocking blues dominated the screen, black, white and muted tones are used. Giving it that less boyish look and adding a more masculine tone to it, whilst keeping it youthful at the same time. I would describe this look as more street style than hip-hop. By the end of 2017 they changed their look, styling and branding. They became cooler and more subtle with their approach to a street look. As well as this the members themselves had matured. Starting to dress like this outside of their career, and becoming teens and young adults of the current Hallyu culture.
Again SUPREME is a feature product within the music video. This time it is the higher end products of the brand, featuring pieces from the collaboration with Louis Vuitton.
A new theme within the styling is less layers, more oversized jumpers and jackets. This is a popular trend within their generation all around the world (even I occasionally wear an oversized hoodie) it's a street style must have. The main ones featured here are from Vetements.
Off White is also featured for the oversized trend. Member Mark is seen wearing an oversized white jacket, paired with a SUPREME graphic tee.
Newer brands have also featured in the collective wardrobe. Graphic prints and lettering is a trend and recognisable feature on the clothing worn by the members.
Higher end brands are apparent again, this time Gucci is centre stage and the highest market brand they use. T-shirts like the graphic ACDC one, worn by the groups leader Taeyong, is a huge trend all over the world for males and females. Within catwalk this has been a major trend and Gucci has been at the height of it. It is mostly distributed in high street brands such as Topshop.
Brands to mention are Balenciaga and Adidas who are featured through their headwear, trainers and other accessories.
The use of gold chains is still there. Giving off that rich, hip-hop rapper vibe to the group. It's that classic street coolness that wants to be conveyed.
So what's better? For me personally the Japanese version is more apparent with today's society and the Korean version is simply for stage only. This is all opinion based, but I believe they look cooler, sleeker than before. They look more mature. More serious. I feel like in the Korean music video you can't take them seriously. The outfits take away the point behind the music video; ultimately showing off their skills and visuals. The Japanese styling shows off them individually and makes them relatable to the audience. You can't really wear the first combinations out, whereas the second your can. Really it's not even which is better. I think the first one is more iconic, but the second is more stylish. I believe it also shows off what the consumers of each market want. Korea likes the glitz and glam of the business, they want to be shown how cool the groups can be. How much money can be spent on them shows their worth. The Japanese market I think cares less about this. They prefer style over substance. Trend over maximalism. (A side note to make is that by the time the Japanese music video was made the group was making way more money for their company therefore they are now having more money put into them, their styling in the first was made to look expensive from the lack of higher end brands used. Whereas in the second more money was spent on clothes that had brands that people would recognise and therefore give recognition to the band because of this) Overall, the maturity of the brand is seen within the two music videos, and their rise in popularity is also conveyed due to the clothing they are dressed in.
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