LE SSERAFIM’s ‘Born Fire’ trailer faces similarity controversy with Mugler campaign

LE SSERAFIM’s upcoming comeback has sparked discussions over similarities with a well-known fashion campaign.

On February 21 KST, the group released the trailer video ‘Born Fire’ for their upcoming mini-album ‘HOT’ through their official channels. The video features the members of LE SSERAFIM displayed as art pieces in an exhibition, with spectators observing them—an artistic and striking concept.

However, shortly after its release, online discussions emerged, pointing out that some visual elements in the trailer bear a resemblance to a campaign video by fashion brand Mugler, featuring model Anok Yai.

Netizens highlighted several key similarities between LE SSERAFIM’s trailer and Mugler’s campaign:

• Huh Yunjin crawling through a hole-like space

• Close-up shots of eyes being enlarged

• Silhouetted figures against a backlight with glowing golden irises

These elements appear visually similar to scenes from Mugler’s campaign last year, leading to speculation over creative influence or conceptual overlap.

This isn’t the first time LE SSERAFIM has faced accusations of similarity:

• In 2023, their first full album ‘UNFORGIVEN’ was compared to Rosalía’s music and style. At the time, member Kim Chaewon addressed the controversy, stating, “Our music and concepts are our own creative works that reflect our stories and messages.”

• Their August 2023 release ‘CRAZY’ was also compared to Red Velvet’s ‘The ReVe Festival 2022 - Birthday’ and ‘Chill Kill’ concept photos, sparking further debate.

With LE SSERAFIM’s mini-album ‘HOT’ set for release on March 14, fans and critics alike are curious about how their agency, Source Music, will respond to this latest round of similarity allegations.