LE SSERAFIM is expanding their unique story once again. While they shouted “FEARLESS” at the start of their career, they are now evolving into a more mature version of themselves, embracing their inner voids and fears as a driving force for solidarity and growth.
The visual concept for their second full-length album, ‘PUREFLOW’ pt.1′, dropping on the 22nd, is absolutely daring. In the first revealed ‘BIRCH SCAR’ version, the members appear as creatures reminiscent of the classic novel ‘Frankenstein’. With odd eyes, sharp nails, and scarred skin, they create an eerie and gloomy atmosphere, but LE SSERAFIM proudly show it all off without hiding a thing.
While the original monster met a tragic end in isolation and loneliness, LE SSERAFIM twists this narrative with the message that they “become stronger because they are with fear.” The sight of the five members sharing each other’s scars creates a tight bond that goes beyond the eerie visuals, crafting a “LE SSERAFIM-style happy ending.” By breaking the frame of the “perfect idol” and using their flaws as a weapon, they’ve established a clear and distinct strategy.
LE SSERAFIM also showcased their multi-dimensional charms through subsequent concepts. They expressed a mysterious vitality through underwater shoots and created a friendly, sister-like atmosphere using the warm textures of digital camcorders and film cameras.
From hip office vibes to props that trigger childhood nostalgia, LE SSERAFIM successfully visualized the multi-layered emotional changes of this album through various elements that reject the ordinary.
The released teaser video shows the members dancing freely among figures wearing eerie masks, revealing a coexistence of boldness and wit where they don’t lose their signature humor even amidst the frightening visuals.
The musical quality is just as anticipated as the visuals. The title track ‘BOOMPALA’ has already sparked curiosity with its addictive melody and original choreography teased in the video. Notably, all members participated in the production of all 11 tracks on this full album, pouring in their honest voices. This not only reflects the current K-pop trend of emphasizing an artist’s autonomy but also ensures authenticity as the members complete the team’s narrative themselves.
Having previously put a modern twist on classic narratives in songs like ‘Eve, Psyche and the Bluebeard’s Wife’ and ‘The Great Mermaid’, all eyes are now on what musical achievements they will reach through ‘Frankenstein’.
Following the release of their new album on the 22nd at 1 PM, LE SSERAFIM will continue their global journey with their second world tour, visiting 23 cities worldwide starting in July.
