'Smokey Comeback': From Jang Won-young to Karina and Minji, 4th Generation Girl Groups Embrace the Trend

As a powerful means of self-expression, smokey makeup is gaining popularity among 4th generation girl groups.

In the golden age of girl groups, songs that showcase strong self-love are in vogue. In particular, the popularity of 4th generation girl groups, mainly consisting of the MZ generation, is turning the K-pop landscape upside down. These groups not only lead the music market but also fashion and lifestyle trends.

While 2nd and 3rd generation girl groups attracted passionate support from "uncle fans," recent 4th generation girl groups are driving female fashion trends in beauty, hair, and jewelry by gaining support from female fans in their teens to 30s. This is why numerous global luxury brands are vying to make girl group members their ambassadors.

NewJeans' Minji, Daniel, Hyerin, and recently returned Le Sserafim's Hong Eun-chae are leading the trend with their 'Hime-cut' hairstyle, characterized by neatly trimmed sideburns reaching the jawline.

An interesting fashion trend among 4th generation girl groups is the Y2K-inspired smokey makeup comeback. Last month, with the release of their first full album "I've IVE," IVE's Jang Won-young successfully transformed her image from a "juicy" visual to a more sophisticated and elegant look with smokey eye makeup, which she had not tried before.

In the past, smokey makeup was characterized by black eyeshadow and eyeliner, creating a sharp and chic atmosphere, as seen on Brown Eyed Girls' Gain and Lee Hyori. While it used to be mainly for enhancing sexy and sensual charm, recently, a lighter smokey makeup has become popular, offering a bold yet 'cool' vibe.

On May 8, with their third mini-album "My World," aespa also utilized semi-smokey makeup to complement the free-spirited, high-teen atmosphere of their title track "Savage." In particular, platinum blonde Karina emphasized her cat-like eyes with dark smokey makeup, refreshing her visuals and earning enthusiastic cheers from fans even before their comeback.

NewJeans' Minji, who had previously sported long hair and light makeup, exuded an elegant and mysterious mood with her recent deep smokey eye makeup.

This smokey makeup trend further accentuates the self-love and confidence of 4th generation girl groups. With assertive lyrics and performances, these groups openly express their desires and self-confidence based on self-love.

The trend of visually expressing themselves more vividly and powerfully is well represented by the tool of smokey makeup.

Although not 4th generation members, BLACKPINK's Jennie and Jisoo also received global spotlight for trying various smokey makeup styles at international fashion shows. Girls' Generation's Taeyeon has also adopted a different atmosphere with a short haircut and bold eyeliner makeup.

An industry insider noted, "For a while, the 'no-makeup makeup' look completed the innocent atmosphere of girl groups by emphasizing a clean image. However, recent girl groups are singing more songs emphasizing 'me' rather than love songs, resulting in more intense and flashy self-expression in fashion. The resurgence of trends like Y2K and retro fashion has captivated the MZ generation with unique styles once again."

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