K-pop girl group LE SSERAFIM has found themselves at the center of a plagiarism controversy following the release of their concept trailer for their upcoming mini-album HOT.
The trailer, "Born Fire," has sparked heated debates online. Some netizens accuse the group of copying elements from a Mugler fragrance advertisement featuring model Anok Yai. The issue started when side-by-side comparisons of the group's trailer and the Mugler ad went viral on social media platforms. Critics point out that LE SSERAFIM's concept trailer used similar visual elements, lighting techniques, camera angles, and stylistic choices.
In addition to visual elements, some critics also claimed that "Born Fire" featured certain shots that appeared to have been replicated nearly frame by frame.
"This group has literally nothing original," one critic wrote.
"Do they even have anything original? Like one thing?" another critic wrote.
However, fans of LE SSERAFIM have quickly rallied to defend the group. They argue that the viral comparison video was selectively edited to exaggerate the resemblance between the two clips. Supporters contend that when viewed in its original sequence, the similarities are less pronounced and could be attributed to standard visual techniques used in the fashion and music industries.
Neither LE SSERAFIM nor Mugler have released a statement to address the controversy.
they lowkey want Anok Yai’s nachos… https://t.co/EM1lnPM8qp pic.twitter.com/uBTMDah3KR
— ່ (@aespologist) February 22, 2025
This is not the first time LE SSERAFIM has been accused of plagiarism. During their debut, Chaewon's teaser was accused of resembling the Rolling Stones' "Ride 'Em On Down" music video, which featured Kirsten Stewart. Some tracks in the ANTIFRAGILE album were also compared to songs by Rosalia and Swedish musician Cobrah.
Furthermore, their recent comeback, EASY, specifically the b-side track "Smart," was accused of plagiarizing Tyla's hit song, "Water."
LE SSERAFIM's agency, Source Music, has largely remained silent on these accusations. However, during a press event for the "UNFORGIVEN" album, group leader Kim Chae-won addressed the controversy, stating, "Our songs and concepts feature our own stories and messages. We would appreciate it if you could see them as our original creations."
