LA-based label Joyrich have stormed the world of K-pop fashion in recent years, fuelling the colourful explosion of clothing that K-pop identifies with. Arguably, fashion is a large part of what makes K-pop unique and it seems to be one of the more noticeable factors when a person is first introduced to K-pop. My first experience was coloured by the eye-catching outfits in 2NE1’s ‘I Am The Best’ music video and it’s hard to deny that I was captivated from that point onwards!

Pictured here is Yubin of Wonder Girls in a triangular-themed leather bodycon dress. Joyrich really brings the ‘fun factor’ to their items and this dress utilises that theme in order to make a simple dress something very individual. The cut-out triangle cuff collar is an interesting alternative to regular straps, or no straps. What makes this dress stage-ready is the scattering of multi-coloured triangles down each side of the dress; the colours really pop out and make this dress playful and exciting. Girls’ Generation’s Seohyun wore a skirt with the same design for TaeTiSeo ‘Twinkle’ promotions.


SHINee’s Taemin wore this teddy bear sweater for the group’s ‘Chapter 1: Misconceptions of You’ album photobook. The wild floral background incorporates a range of colours and shapes, resulting in an almost Hawaiian theme. The jumper features the brand-wide mascot teddy bear, complete with chain and sunglasses. The juxtaposition of this cute and witty image against the more traditional floral pattern (though modernised with bright colours) encompasses the radical themes that run throughout Joyrich clothing. Taemin’s pairing of this jumper with a popping blue coat slung over the shoulders really picks out the blue background in the sweater and serves to pull together the craziness of the colour scheme with one block colour.


Joyrich clothing has featured in a number of f(x)’s videos, mainly ‘Pinocchio’ and ‘Electric Shock’. Known for their eclectic style, f(x) seem to embody the values of Joyrich items and the pieces really fit their look! Here, notably pieces are Sulli’s ‘Rich’ vest and Victoria’s basketball t-shirt. Sulli wear the vest over a tie-dye shirt with a full skirt, adding another dimension to the shirt and turning this sports-themed top into a girly layering piece. Victoria’s shirt also has a sporty theme but it works as a main piece rather than a layer as with Sulli’s outfit. The monochrome top works with the chunky black boots and black crosses on her skirt to create one colour scheme, while the bright green of the skirt is used here as a small accent to add interest to the look.


Which look do you like the best? Have you seen any other idols wearing funky pieces from Joyrich? Let us know what you think in the comments below!


Photo credit:: TV Daily. SM Entertainment.


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