A mysterious legion clad in black cloaks has appeared across Seoul. From near SM's Seongsu headquarters to Euljiro, City Hall, and Hongdae, these figures moved through the city with a single phrase emblazoned on their backs: 'WE ARE ONE'. Citizens encountering this group experienced a mix of bewilderment and curiosity as they went about their daily routines.
This appears to be part of a guerrilla marketing campaign heralding EXO's upcoming album. As K-pop comeback teasers increasingly extend into offline spaces, EXO has chosen to use the entire city as a stage for narrative rather than traditional online teasers. The symbolic cloak expresses both anonymity and collectivity, visually reinforcing the 'WE ARE ONE' message.
This project presents an intriguing experiment where fashion, music, and urban space intersect. The black cloak styling is not merely costume but a cultural gesture that brings brand identity and fandom culture onto the streets. EXO's choice of visible presence over silence raises anticipation for how this approach will translate into musical and visual messaging in their forthcoming release.
This appears to be part of a guerrilla marketing campaign heralding EXO's upcoming album. As K-pop comeback teasers increasingly extend into offline spaces, EXO has chosen to use the entire city as a stage for narrative rather than traditional online teasers. The symbolic cloak expresses both anonymity and collectivity, visually reinforcing the 'WE ARE ONE' message.
This project presents an intriguing experiment where fashion, music, and urban space intersect. The black cloak styling is not merely costume but a cultural gesture that brings brand identity and fandom culture onto the streets. EXO's choice of visible presence over silence raises anticipation for how this approach will translate into musical and visual messaging in their forthcoming release.
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