KiiiKiii doesn’t sell you a fantasy

The world is wide and girl groups are plenty. But these girls? They are not the same. 

Meet KiiiKiii, a five-member crew of playful rebels running full speed ahead without waiting for permission. Let’s talk about their style, because it refuses to stay quiet.

             

Through wide open fields

There’s something mysterious and innocent about them. That was the first thought after watching the music video for KiiiKiii’s debut single, I DO ME. It’s girl group season again, and somehow these five cut straight through the noise and lodged themselves into my brain.

                

        

Gone are the fragile, clumsy girls of yesterday. Today’s girl groups chant self-love and futuristic thinking like mantras. KiiiKiii shares that energy, but adds something extra. A sense of realness that feels raw and unscripted. There’s no trace of the helpless ingénue. No sugarcoated clumsiness. Today’s girl groups have learned to package empowerment and future-facing confidence. KiiiKiii gets that. But where others polish and refine, they leave the edges raw on purpose.

           

No mega-stages or sweeping camera tricks. No CGI or digital overproduction. Their music video plants you in open fields and lets you breathe. The camera doesn’t choreograph their story. It watches them be.

           

They swap screens for pages, algorithms for puzzles, concrete sidewalks for pastures. Their pets aren’t leashed poodles. They’re herding sheep and naming cows. No cars, no scooters. Only horses and canoes and the kind of movement that comes with no destination in mind.

        

They feel feral, and I mean that as a compliment. They exist like myths you wish were real. Like if Atlantis raised daughters or Heidi dodged the Alps and found herself in an unreleased Studio Ghibli sketchbook.

           

ⓒkiiikiii.kr

         

Always trust your gut

Their power multiplies once you start unpacking their clothes. It’s chaotic in the best way. The styling is less "mix and match" and more "thrifted from the dream of a textile hoarder with excellent taste." Fairycore meets mori girl meets folk dress meets old VHS tapes of Coachella before it got corporate.

         

Somehow it all fits. You’ll catch a Simone Rocha puff sleeve here, a Damson Madder gingham ruffle there, a KAPITAL patchwork layer, and then out of nowhere, a brazen burst of THE ATTICO attitude. It shouldn’t work. Which is exactly why it does.

           

DAMSON MADDER SS25 ⓒdamsonmadder.com

Simone Rocha SS25 ⓒvogue.com

KAPITAL SS25 ⓒkapital.jp

THE ATTICO ⓒtheattico.com, ⓒkiiikiii.kr 

               

Surviving the era of images

That carefree look? It’s got serious brains behind it. Namely, Australian stylist and art director Jamie-Maree Shipton, whose work doesn’t follow fashion so much as question its reason for existing. Her mission isn’t trend-chasing. It’s story-building.

          

Jamie’s unique style ⓒharpersbazaar

Jamie’s work, where originality is the first rule ⓒjamie-mareeshipton.com, ⓒvogue.com.au

              

She doesn’t dress people. She builds stories. She’s said before that she avoids products plastered with logos and trends fueled by influencer hype, aiming instead to create visuals that feel like something no one’s ever seen before. Her mission isn’t driven by commercial success, but by the act of creating itself. That kind of mindset fuels work full of unexpected decisions and imaginative energy. If you’re curious about her world, her Instagram (@airtomyearth) is a great place to start.

          

ⓒjamie-mareeshipton.com, ⓒlemilemagazine.com

           

And then there’s the look. Jamie herself, with her striking presence, lives her own visual language. In every photo and every shoot, you can spot her hand in it immediately. Originality isn’t part of the process. It’s the baseline.

        

And the attention to detail doesn’t stop there. KiiiKiii’s Instagram feed launched without a single typical girl group photo. No headshots. No behind-the-scenes candids. Just cryptic video clips and slow-drip visuals that focused entirely on the team name. The intrigue built fast.

         

ⓒKiiiKiii Official Instagram

       

Behind the scenes, it wasn’t marketing interns or safe creatives pulling the strings. The feed was built in collaboration with real artists, creators who’d already built loyal followings off sheer originality. There was miniature pencil sculptor @salavat.fidai, Japanese bread artist @konel_bread, food designer @suea, and mohawk hair sculptor @mohawkamaniabob. Every piece of the puzzle was chosen for its singularity.

         

This wasn’t random quirk for quirk’s sake. It was a marketing concept made for the image-driven world we live in. Credit for that goes to Jung Hae-won, the creative director known for shaping the visuals of girl group heavyweights like IVE and XG. Her idea was simple: stand out by actually doing something different.

         

@salavat.fidai, @konel_bread

       

@suea, @mohawkamaniabob

        

Worldwide shipping available

Their debut album is called UNCUT GEM. Which already feels too on the nose, because that’s exactly what they are. And to lean even further into the metaphor, they launched a website turning that gem into jam.

            

Beating boredom with the different minigames ⓒkiiikiii.kr

         

Yes, jam. The spreadable kind. The site opens on a grassy field and reads like an online store for fruit preserves. You can order anywhere in the world. Returns not accepted. No explanation needed.

        

Click deeper and you’ll find member notes, behind-the-scenes stills, and a dress-up game that feels like it escaped from early-2000s Korean internet. It’s all deliciously unserious and somehow, still very sharp.

        

KiiiKiii doesn’t sell you a fantasy. They invite you into theirs. And whether you’re ready or not, they’ve already shipped it to your doorstep.

          

Might be hard to believe, but this is their website’s main page ⓒkiiikiii.kr