Think rookies are still stuck in their awkward, unpolished phase? Think again. This year’s wave of “monster rookies” are already showing stage presence and sartorial sophistication on par with their seniors. Whether boy groups or girl groups, these new acts are proving that music and fashion are no longer separate lanes, but two halves of the same story. And in this crowded field, four groups stand out for how they merge music with fashion to deliver new inspirations for the next wave of K-style, Aimee Yan reports

The 2025 K-pop stage is overflowing with new debuts, and competition has never been fiercer. What sets this generation apart is not only their fresh sounds, but also their acute understanding of fashion as a visual language. From music videos and performance outfits to streetwear moments, styling is no longer just decoration, it is a brand statement.

Allday Project

As the latest heavyweight debut from The Black Label, Allday Project wasted no time becoming the talk of the town. The co-ed group, three women and two men, fuses electronic dance beats with ’90s street culture, mirrored in a fashion identity that balances cyber-futurism with streetwise swagger.

In singles “Famous” and “Wicked,” styling leans heavily into sportswear staples, cargo trousers, leather jackets and chunky chains. Metallic shades, chrome silver, electric blue, neon accents, underscore their sci-fi narrative, amplifying the sense of kinetic energy on stage. It’s a style that resonates with Gen Z’s hunger for individuality and defiance. Their looks don’t merely follow trends. They bend them, establishing a signature code of “futurist streetwear” that defines their collective brand.

Cortis

As Hybe’s newest boy group, Cortis launched with instant attention, often dubbed the “junior brothers of BTS”. But rather than emulating their seniors’ stadium-scale charisma, Cortis carves out a different space: casual, youthful, and unstudied.

Averaging just 17-years-old, the five members embody the natural ease of their generation. In their debut track “What You Want,” low-slung baggy jeans, oversized tees, varsity jackets and hoodies set the tone, layered for a relaxed yet textured silhouette. Pops of colour, lime green, neon yellow, hot pink, inject retro vibrancy into their American streetwear aesthetic. Accessories like bandanas, chains and knitted beanies complete the picture, emphasising their free-spirited dynamism.

What Cortis lacks in luxury labels, they make up for with relatability. Their “everyday street kid” persona shortens the distance between idol and fan, positioning them as the new flag-bearers of youthful authenticity.

KiiiKiii

Following the success of IVE, Starship has returned with KiiiKiii, another group engineered for instant impact. Averaging just 17-years-old, with the youngest only 14, these girls have already displayed a dual aesthetic that ranges from innocent freshness to commanding edge.

In their debut single “I Do Me,” filmed against the sweeping fields of New Zealand, the group dons natural palettes, whites, beiges, soft greens, styled with pastoral ease. The imagery, complete with flocks of sheep, channels Americana countryside charm and youthful freedom. In sharp contrast, BTG flips the script with hip-hop bravado: oversized cargo trousers, heavy chains and bright accents creating a striking girl-crush persona.

KiiiKiii’s fashion play signals a key message: they are not confined to one narrative. They are both the wide-eyed ingénues and the bold disruptors. It’s this multiplicity that makes them such compelling newcomers.

Hearts2Hearts

SM Entertainment has returned to the girl group game, five years after aespa, with Hearts2Hearts, an eight-member act whose concept is centred on emotional intimacy. Where aespa explored futuristic virtual aesthetics, Hearts2Hearts takes the opposite route: retro girlhood, imbued with softness and nostalgia.

In debut single “The Chase”, pastel tones, plaid skirts and vintage-inspired silhouettes are styled against visuals reminiscent of shōjo manga, creating an approachable “girl next door” charm. Unlike aespa’s icy avatars, Hearts2Hearts radiate warmth and relatability.

Their cross-cultural line-up, spanning Korean, Indonesian and Korean-Canadian roots, adds further dimension, reflected in subtle styling cues that weave together different cultural references. In doing so, the group offers a more layered interpretation of girlhood, not just as an aesthetic but as an inclusive identity.

The rookie wave of 2025 is not only a battle of sound, but also a competition of visuals. These groups understand that in today’s K-pop economy, fashion is not just “stage costume”—it is branding. Through clothes, they articulate group identity, extend their musical narratives, and carve out space in an overcrowded market.

This year’s rookies prove a point: in K-pop, music may get you noticed, but style makes you unforgettable.

Also see: 12 unforgettable stage looks from Blackpink’s Deadline world tour