P-pop girl group Kaia taps into fashion to boost ‘visual identity’
For the members of the girl group Kaia, fashion is a crucial element that they believe can help them carve a unique identity as P-pop artists.
“That’s part of our packaging as a girl group—how we present ourselves, how confident we are in carrying our clothes. It’s like creating an identity through visuals,” leader Angela said at the recent media launch of Kaia’s merchandise collaboration with the local casual wear line Wear Casa.
“What we see influences us. And that’s something we can show by how we dress up,” she said.
In the world of P-pop, fans are drawn not only to the catchy melodies and beats, but also to the eye-catching and trend-setting visuals that complete the artist’s concept and brand.
“How we style ourselves brings life to our music videos, live performances—wherever you see us. It gets our fans wondering what we’re going to wear in our next performance,” Angela said.
“The fashion conforms to the mood of our music and the stuff we release. It helps enhance the feel and message of our songs,” lead rapper Alexa pointed out.
Dubbed “Kaia x Wear Casa,” the partnership was initiated by fashion designer and brand owner Chynna Mamawal, who chose the girls for their “aesthetic, talent and passion for their craft.”
Great examples
“It was very easy dressing them up and working with them. We clicked. I think they represent teenage girls today. And they’re great examples to the young generation,” said Chynna, who recently made her debut and presented her spring/summer collection at the New York Fashion Week.
A blend of Wear Casa’s “sophisticated aesthetic” and Kaia’s “youthful exuberance,” the limited-edition line is composed of hoodies, statement tees and other pieces that feature custom embroidery and prints.
The right type
“I’m into supporting Filipino talents. Let’s collaborate with them and the movement they lead,” she added.
Also composed of Charice (main rapper), Sophia (main vocalist, lead dancer) and Charlotte (main dancer, rapper), Kaia debuted in 2022 and is behind the hits “Dalawa,” “Kaya” and “Blah Blah.” One the group’s biggest strengths is its choreographies, which are further heightened by energetic dance breaks.
As such, comfort is nonnegotiable for the girls when it comes to stage costumes. “It’s important because we dance a lot. And it’s hard when you don’t feel like yourself,” Sophia said.
“The right type of costumes actually highlights our movements,” Alexa pointed out.
“The more comfortable you are, the better you feel about yourself and the more confident you become,” Angela said.
