Under the name 'Arrest Look'...

Maduro's photo became a 'meme' despite negative news

Ranks high in search terms causing sold-out situation

The so-called "Blame Look" phenomenon, where fashion items worn by controversial figures or celebrities facing criminal charges become a topic of conversation and drive consumer purchases, is once again trending. Regardless of the actions of the person under criticism, the clothes and brands they wear are highlighted and spread like a trend. On January 9, Yonhap News focused on this "Blame Look" phenomenon, citing recent examples such as the tracksuit worn by Venezuelan President Nicolas Maduro, who was recently arrested in the United States, and the outfit worn by Hwang Hana during her pre-arrest interrogation.

Min Heejin, CEO of ADOR, is making a statement on the 25th at the Korea Conference Center in Seocho-gu, Seoul, regarding the conflict with the parent company HYBE. Earlier, HYBE announced the results of an interim audit on ADOR's management, including CEO Min Heejin, and stated that they would file charges against them for breach of duty and other allegations. Photo by Kang Jinhyung aymsdream@

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The most notable recent example is that of Venezuelan President Nicolas Maduro. When former U.S. President Donald Trump posted an image of Maduro, who had been arrested by the U.S. military, on social media, the gray tracksuit from the American brand Nike that Maduro was wearing became a sensation online. This product, nicknamed the "Maduro Look" and "Maduro Gray," quickly became a top search term on Google Trends, and some sizes even sold out. Foreign media also reported reactions such as "The tracksuit from the arrest scene has become a meme," and "Maduro has revived the tracksuit trend."

There have been several cases of the Blame Look phenomenon in Korea as well. The khaki long padded jacket worn by Hwang Hana, the granddaughter of the founder of Namyang Dairy Products, during her pre-arrest interrogation on drug charges, was identified as a high-end luxury brand Rick Owens product and quickly spread through online communities. Posts asking for product information and where to buy it followed, and some distribution channels experienced sell-outs.

The jumper, glasses, and shoes worn by trot singer Kim Hojoong, who appeared before the police on drunk driving charges, also prompted a series of posts estimating the brands and prices. The casual T-shirt and hat worn by former Adore CEO Min Heejin at the press conference during the management rights dispute with HYBE also became a hot topic and sold out completely. One of the earliest examples of the Blame Look phenomenon in Korea was in 1999, when fugitive Shin Changwon was captured wearing a flashy T-shirt after escaping from prison. Later, Shin Jeongah's airport fashion in 2007 and Choi Soon-sil's luxury shoes during the 2016 political scandal were also mentioned as examples.

Similar phenomena have consistently appeared overseas. In 2015, the American brand shirt worn by Joaquin Guzman (El Chapo), known as the "drug king," during an interview with Rolling Stone, saw a surge in sales under the nickname "Most Wanted Shirt." In 2019, the sweatshirt worn by entertainer Jung Joonyoung, who was arrested on sexual assault charges, and the black turtleneck worn by Elizabeth Holmes when she appeared in court in the United States, also drew attention as "incident fashion." In the United Kingdom, there was a case where the coat and scarf worn by a politician involved in a scandal over an illegal party gained popularity on social media and similar products saw increased sales.

The marketing industry explains the Blame Look trend as being driven by public psychology and media exposure effects. Regardless of negative perceptions of the person wearing the clothes, the level of public exposure stimulates consumption. Moreover, the perception that "successful people choose these items" often takes precedence over any criminal allegations, which is the core of the Blame Look phenomenon.

Reactions from the fashion industry to this Blame Look trend are somewhat mixed. Some brands, concerned about the spread of negative images, have requested that their logos not be exposed, while others are cautiously sensing a "promotional effect" as news of sold-out items continues. An industry insider commented, "We inevitably have to walk a fine line between boosting sales and damaging brand image."