Belift Lab
A ‘Creative Dream Team’ has come together for idol group ENHYPEN(ENHYPEN)’s concept album of unprecedented scale. Leading experts across not only music but also fashion, photography, and video took part in force, elevating its artistic completeness.
ENHYPEN (Jungwon, Heeseung, Jay, Jake, Sunghoon, Sunoo, Ni-ki) recently released in sequence a four-chapter video series‘No Way Back’, ‘Big Girls Don’t Cry’, ‘Stealer’, and ‘Knife’that hints at the story of their 7th mini album ‘THE SIN : VANISH’.
The narrative floweach symbolizing hiding out in an abandoned cave (‘No Way Back’), the romance of flight across the Los Angeles desert in the United States (‘Big Girls Don’t Cry’), a chase in Florence, Italy (‘Stealer’), and the resolve to face a crisis (‘Knife’)proved gripping and piqued curiosity.
Despite being a kind of teaser, its lavish direction and overwhelming scale, reminiscent of a feature film, drew attention. Alongside the seven members portrayed as vampires and their distinctive visuals, portions of the album’s tracks were also inserted into the videos, deepening immersion for global music fans.
This meticulously engineered ‘dark fantasy’ narrative from ENHYPEN was completed through the finely tuned planning of HYBE Music Group label Belift Lab, with world-class creators lending their strength.
Designer Jiyong Kim (Jiyong Kim), famous for the Sun Bleach technique that utilizes fading traces left on fabric by natural elements such as sunlight, wind, and rain, participated in the ‘No Way Back’ chapter, visualizing the desperation of a hunted vampire in a trendy drifter style.
Eli Russell Linnetz (Eli Russell Linnetz), founder and designer of the American fashion brand ERL, handled custom outfit production, styling, and photography for the ‘Big Girls Don’t Cry’ chapter. He helped maximize the free-spirited mood felt by the lovers on the run in this chapter.
The video for the final chapter, ‘Knife’, was directed by BRTHR (BRTHR), a director who has worked with top stars such as Jennie & Dua Lipa (Dua Lipa) and Travis Scott (Travis Scott). A master of intense, vivid colors and digital mood-making, he rendered the vampire’s bold self with stylish cinematography.
Still photography was handled by Jack Bridgland (Jack Bridgland), a photographer who has collaborated with leading Hollywood actors such as Sabrina Carpenter (Sabrina Carpenter) and Robert Pattinson (Robert Pattinson). With a unique tone of his own, he captured ENHYPEN’s rough energy from a fresh perspective, leaving a strong impression.
ENHYPEN’s 7th mini album ‘THE SIN : VANISH’ will be released at 2 p.m. on the 16th. As a ‘concept album’ in which every track, lyric, and sound is intricately connected, ‘THE SIN : VANISH’ is set to confirm ENHYPEN’s value as ‘immersive storytellers’.
