On September 5, aespa will release their 5th mini-album Rich Man. In the lead-up, SM Entertainment has unveiled a series of concept photos and videos showcasing an edgy, street-style theme reminiscent of their previous Dirty Work era. The members appeared in form-fitting outfits, short bottoms, and heavily cut designs, intended to give off a bold and old-school vibe.
However, the reaction has been far from favorable. Many netizens argued that instead of coming across as powerful, the group looked overly revealing and “cheap,” clashing with the AI goddess image aespa had worked to establish. Criticism also extended to the music itself, with listeners finding the new track underwhelming and lacking hit-making potential compared to Supernova.
On online forums, K-netizens voiced strong disapproval:
“The video didn’t receive good reactions. Very different from their concert stage. The outfits are too revealing and just unattractive.”
“From the very first photos, I expected something strong, but the song feels boring and unrelated to the concept.”
“It’s not about being sexy or not—it just looks lifeless. The moves are awkward and the style feels outdated.”
“Why dress Winter in that hideous outfit?”
“Looks like they’re aiming for an overseas vibe, but the reaction is meh.”
“Their peak was probably last year.”
“It just feels tacky.”
“If the album is called Rich Man with a girl-power concept, why dress them like that?”
“They’re just copying BLACKPINK’s revealing style.”
“They look just like Lisa.”
“Is exposing themselves the only way to enter the U.S. market?”
“It’s all BLACKPINK’s fault.”
Beyond aespa, BLACKPINK was dragged into the debate, accused of setting a precedent for overly revealing fashion in K-pop. With their recent DEADLINE concert tour showcasing bolder and more daring styles—particularly from Lisa and Jennie—the group has often been at the center of discussions over whether their sexy image crosses into vulgarity. As a result, whenever another girl group experiments with revealing outfits, BLACKPINK is cited as a “bad influence.”
Still, it is important to consider another perspective. While aespa’s styling has drawn criticism, the level of exposure is not extreme or beyond industry norms. The members are also young adults, making a stylistic transition toward maturity natural. Public taste is diverse, and controversy is inevitable, especially as aespa’s domestic reputation has already been affected by past scandals involving Karina. Nonetheless, targeting artists with personal attacks over image shifts remains problematic. Girl groups, like any artists, should have the freedom to experiment and redefine themselves to align with new creative directions.
