On August 4, Girls’ Generation (SNSD) rang in their 10-year anniversary with the simultaneous releases of singles “All Night” and “Holiday,” a pair of upbeat, slightly retro, and highly-danceable tracks that perfectly convey the euphoria induced by reaching such a milestone. The two music videos commemorate the girls’ anniversary by turning to fashion trends of decades past and using them to express the timelessness and longevity of Girls’ Generation’s own career. By pulling inspiration from the 50s, 60s, 70s, and 80s, the styles featured in the music videos highlight some of the best trends of these eras and use them to celebrate the present, creating an eye-catching visual experience perfect for the magnitude of such an achievement.
Both music videos look to the past in their own unique ways. While “Holiday” seems to evoke the glitz and glamour of Hollywood in the 50s and 60s, “All Night” turns more towards the dance halls and clubs of the 70s and 80s. However, the two videos share certain characteristics in terms of styling. While both music videos feature a wide array of outfits and makeup looks, their most notable shared quality is that they’re all rather unique, even somewhat risk-taking. Gone are the days of appearing uniformly, seen in many of the group’s iconic early releases like “Oh!” or “Gee.” Instead, the group offers a more mature, sophisticated appearance, each appearing independently styled in striking outfits featuring bold statement pieces.
Let’s take a look at the fashion in “All Night.” In the music video, Taeyeon can be seen wearing a low-cut, bra-style top with a rose gold, sequined jacket, Sooyoung in a sequined jumpsuit with a low-cut back, and YoonA in a top adorned with large, duochrome sequins. Additionally, Tiffany can be seen accentuated in a feather-lined, satin robe and a sequined dress. Furthermore, the girls can also be seen in various statement accessories, such as chains of pearls or large tassel earrings, that enhance each of the looks seen.
This element of decadence and luxury allows the girls to relish in the honoring of all of their hard work. Additionally, the use of heavily-sequined, detailed statement pieces mirrors trends set by high-fashion houses, such as Gucci or Prada, and their recent bodies of work. By wearing pieces that are somewhat unusual, yet striking and memorable, the group demonstrates their appreciation of their status as one of the most popular girl groups of all time—one that can comfortably pull off trends and styles that truly stand out.
These styling choices come together to create looks that aren’t meant to fade into the background or promote an image of uniformity, the way that many groups’ outfits do today. Instead, they construct an image that doesn’t overpower the group itself, but shows a level of luxury and decadence that is only awarded after a long, successful career. The outfits also serve viewers by making the viewing experience more immersive. Rather than simply seeing the group performing the songs, viewers see a group of women going to a surreal club of the 70s and 80s and the experiences they have—taking a phone call, people-watching, applying lipstick, and dancing the night away in their best party outfits.
In both videos, the members bring us along with them to celebrate having spent a full decade together. By appearing in different outfits and statement pieces, each member offered a unique image to go along with her individual experience as a member of the iconic girl group. The fashion seen in the video made a meaningful departure from the perfectly coordinated group outfits we’re familiar with, instead making a point to celebrate an achievement for the group and for the fans without worrying about existing expectations of the idol industry. After all, Girls’ Generation is known for redefining standards, having done so for 10 years!
What was your favorite outfit from “All Night” or “Holiday?” Let us know in the comments below!