Girls' Generation 'Forever1' MV - A Review

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Welcome back Girls’ Generation!

SNSD ‘Forever1’ (2022) - Screengrab from SMTOWN Youtube Channel

For a K-Pop enthusiast who was first introduced to Girls’ Generation (SNSD), I thought it’d be fitting to write about SNSD’s comeback video. After all – who wouldn’t like to celebrate and reminisce on some of their highlights while sneaking in a tiny review of my thoughts on this glittery video? 

SNSD “Cosmic Party - Teaser”. Source: Soompi.com

I won’t deny that my curiosity was piqued when I first saw the concept art. Having followed the group for thirteen years, I've seen their visual image evolved from the sweet innocent teenager to good-girl-gone-bad to the refined and sophisticated boss women. And so, from the initial press release images of their promotional shoot that referenced a connection with the former music video Mr. Taxi to the eventual pink and intergalactic themed Cosmic Party, it was difficult to pinpoint what is their comeback style. For the concept promotion to have a mixture of the past and future in a cryptic manner - there's a possibility that the new songs may have a rhythm that takes us back in time.  

To my surprise – while the lyrics are a promise of everlasting love, Forever1 appears to be a celebration between the singers and fandom. Just like a classic SNSD music video, the entire production is very much a fancy stage set (or what I’d like to classify as a fancy boxed set). We began with the ensemble standing on a pastel-hued parade float before snapping into a digitally rendered art-deco-like blue cruise ship backdrop, which is then quickly followed by the main stage set that pays homage to I Got A Boy and Paparazzi. It should be noted that the entire stage set, especially the parade float excitingly celebrates their 15th year in the entertainment industry, which is a milestone that is quite demanding to achieve within the industry. 

In-between the group dances, the video features solo moments for each member that celebrated their career achievement that I found rather compelling. Those who went on to further their acting and presenting careers (Sooyoung, Yoona, Yuri, Sunny, Seohyun) are placed within a backdrop that mimics a red-carpet event, photoshoot, or a glamourous interview. Those who continued their singing career as soloists (Taeyeon, Tiffany and Hyoyeon) are singing against a grand theatre, private jet and an enthused audience on the dance floor, respectively.  

What makes this music video so glittery and encourages me hit the repeat button over and over is the styling and overall colour scheme. Within the blue set, Girls' Generation are wearing blue and white patterned top with white shorts – a homage to Gee’s costume known for the simple white shirt and blue jeans ensemble. As for the set that resembles a stage set of Broadway and a parade float, the singers colour blocked in shades of the rainbow – one that points towards I Got A Boy and Holiday Era. The final group ensemble of bronze and pink gently nudges me to think back to ‘The Boys’ era – the era that gave the group a more mature and grown-up attitude within their music (which, unfortunately, wasn’t my favourite song of the pick). 

In contrast to the group choreography, individual scenes are even more mature. Each member is dressed to the nines and often in a colour that contrasts sharply with their backdrop, giving justice to the narrative they have carved out for their careers. Some of my favourites include Taeyeon’s jazz-club-esque setup of blues and a touch of gold and Seohyun’s pink and purple ensemble that offers this fairy tale fantasy. Yuri’s photoshoot solo was another one I enjoyed a lot – the colour combination gave an edgy vibe which stood out from the general bright colour ensemble. 

Unlike the majority of Girls’ Generation videos which are often a combination of fictional storytelling mixed with a focus on energetic choreography, Forever1 serves as a happy yearbook that looks back on the past with glee and coming of age. Where it was once a girl power movement, it’s a lovely homecoming that acknowledges how far they’ve come.  

Related works: K-Pop Music Videos Is My Architecture Escape (2020)

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