Photo Credits: Source Music

1. Lifestyle Brand Approach

  • LE SSERAFIM has evolved beyond typical idol merchandise, positioning themselves as a lifestyle brand. Their merch collections are designed to reflect not just the group’s image but also the personal lifestyles and interests of each member, making their products relatable and desirable for a broad audience.

2. Creative and Diverse Collaborations

  • The group has partnered with a range of brands across different sectors, including:
    • JanSport (backpacks) and Alpha Industries (heritage apparel), which resulted in co-branded products with unique LE SSERAFIM-inspired designs.
    • AUFGLET, Peaches., KREAM, and CASETiFY for their 2024 S/S POP UP, extending their influence into food, techwear, and automotive sectors, and not limiting themselves to just fashion or music.
    • Overwatch 2 for in-game skins, blending K-pop style with gaming culture and streetwear influences.

3. Sensory and Experiential Marketing

  • Their pop-up events go beyond visual displays, engaging all five senses. For example, their 2024 S/S POP UP featured interactive zones with mud, feathers, and themed desserts, like a meringue with red blueberry jam referencing a music video scene, making the experience immersive and memorable.

4. Sophisticated, Message-Driven Design

  • The merch collections are tied to the themes of their albums, such as “CRAZY” and “EASY,” and feature slogans like “For me” and “Be yourself.” These choices reinforce the group’s autobiographical and empowering messages, resonating with fans on a personal level

5. Fashion-Forward and Trend-Setting

  • Their products, such as keyring pouches for dog-waste bags and creative notebooks for diary decorating, are both functional and trendy, appealing especially to the MZ generation (Millennials and Gen Z).
  • Their sophisticated designs have caught the attention of fashion insiders and major magazines, further cementing their status as style icons;

6. Accessibility and Broad Appeal

  • LE SSERAFIM’s merch is available both online and offline, through platforms like Weverse Shop, KREAM, Musinsa, and 29CM, making it accessible to a wide audience.

7. Integration with High Fashion

  • Their appointment as Louis Vuitton house ambassadors and collaborations with luxury brands showcase their crossover appeal between K-pop and the global fashion elite.

In summary, LE SSERAFIM’s merch and collaborations stand out due to their innovative blend of personal storytelling, sensory experiences, cross-industry partnerships, and high-fashion credibility, setting new standards for what K-pop groups can achieve in the fashion world

LE SSERAFIM Magazine Pictorials (June 2024 – June 2025)

Here is a list of magazine pictorials featuring LE SSERAFIM from the last year:

  • CanCam Magazine (April 2024 Issue)
    Group pictorial showcasing LE SSERAFIM’s fashion and style.
  • Super ELLE (March 2024 Issue)
    Group and solo shots with a focus on high-fashion concepts, including standout styling for members like Kazuha and Eunchae.
  • Singles Magazine (September 2024 Issue)
    Extensive group pictorial with 13 published photos, highlighting the group’s dynamic visuals and fashion-forward looks.
  • Japan Official Magazine 2024 Digital Selfie
    Digital magazine feature with concept photos and selfie-style content, released in April 2025.
  • W Korea Magazine (June 2025 Issue)
    CHAEWON featured in an 8-page spread for a collaboration with Jo Malone, emphasizing luxury and editorial styling.

This list covers the major magazine pictorials for LE SSERAFIM over the past year, reflecting their strong presence in both Korean and international fashion media.

LE SSERAFIM are comfortable pushing the limited and we look forward to many more outstanding pictorials in the future from them!

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