A recent photoshoot featuring the K-pop group BOYNEXTDOOR has ignited considerable controversy online. The group collaborated with Yves Saint Laurent Beauty Japan for a new campaign, but the results have not resonated well with many Korean netizens. The photographs, which have garnered over 78,000 views and more than 500 upvotes on the platform Pann, have led to widespread criticism regarding the group’s visual representation in this luxury brand campaign.
The images, shared by the magazine ViVi, drew particularly harsh reviews, with some users suggesting that the group’s aesthetics did not align with the sleek and sophisticated image typically associated with YSL. Comments in the viral post included comparisons to ordinary individuals on the street, with one user stating, “If you seriously just grabbed some random guy off the street, gave him plastic surgery and makeup, he’d probably look better than them.” Such sentiments reflect a strong sentiment among a segment of the audience questioning the choice of models for a luxury brand.
While the backlash has been significant, there are also voices defending the group. Supporters have highlighted that being chosen by YSL Beauty Japan is an achievement in itself, regardless of differing opinions on their visuals. One user remarked, “At the end of the day, YSL Beauty chose BOYNEXTDOOR, so what can you do?” This perspective points to the inherent value of the collaboration, emphasizing the group’s rising popularity in the competitive world of K-pop.
In addition to the mixed reactions to the photoshoot, the group has faced further scrutiny regarding their image and representation in the industry. Recent discussions have also emerged around alleged discrimination faced by BOYNEXTDOOR in America, as well as accusations against them of copying elements from other artists, including ALLDAY PROJECT’s Tarzzan.
The intensity of the reactions to the photoshoot underscores the high expectations placed on K-pop idols, particularly in collaborations with established luxury brands. Many netizens have expressed that the photos lacked the premium quality they anticipated from a partnership with a renowned name like Yves Saint Laurent.
Despite the criticism, the campaign has undeniably drawn significant attention, showcasing the complexities of celebrity branding in the modern age. As BOYNEXTDOOR continues to navigate their career, the responses to this photoshoot serve as a reminder of the challenges and scrutiny faced by artists in the public eye.