I stopped watching Style a while ago (I couldn’t take it anymore, it got on my nerves), but I’m still keeping an eye on the news about it, since it’s holding steady in the ratings in the mid-upper teens. (It hasn’t yet broken 20%, and has recently slipped into second place behind KBS’s weekend drama Iron Empress.) It doesn’t surprise me that the drama is now being criticized for its excessive shilling of products — as the article below points out, product placement in and of itself is fairly common these days, but when it crosses the line, viewers will notice that the drama starts feeling empty of actual story.

“A magazine 100% free of advertising? Are you joking?”

That’s a line of dialogue that magazine editor Park Ki-ja (Kim Hye-soo) fires at Seo Woo-jin (Ryu Shi-won) in SBS’s drama Style. Replace the word “magazine” with “drama” and you’ll hit the mark regarding Style.

Watching Style, with its fancy visuals, is like watching an hour of advertising. To some extent, it’s unavoidable to show what the characters like to drive, wear, eat, and use. However, Style is also coming under fire for this display and the characters’ conspicuous dialogue.

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I tend to agree with viewers of SBS’s Style that, despite its title, the fashions and feel of the drama lack a certain stylish flair. (Kim Hye-soo is looking fierce, but everything and -one else feel somewhat bland.) However, the drama sure isn’t skimping on the parade of luxury cars, and are adding yet another in this weekend’s upcoming episode.

Thus far, Kim Hye-soo’s fashion editor character, Park Ki-ja, has been seen driving around a Maserati Quattroporte S, valued at approximately $130,000. Her romantic interest, the famous macrobiotic chef played by Ryu Shi-won, has equally fancy wheels with the Maserati GranTurismo S, valued at approximately $140,000. However, as though that’s not enough, one of the Maseratis gets upgraded in an upcoming episode to a Ferrari.

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Kim Hye-soo with 2NE1’s Park Bom

As announced, weekend drama Style has some upcoming star cameos in the works, and it looks like they’re using them all up in the same episode. The crew shot the scene (a party for the fictional Style magazine’s 200th issue) on August 10 and has released some behind-the-scenes images. As we know, Kang Ji-hwan is one of those stars, but joining him on the faux red carpet were members of pop group 2NE1, singer Bada, actress Cha Ye-ryun, and others.

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So, Style. SBS’s new Saturday-Sunday drama is off to a great ratings start (mid-to-upper-teens), and given its competition (Friend, Our Legend and Iron Empress), it’s likely to stay that way.

I have mixed feelings about this show so far. It’s somewhat watchable, although the degree of one’s enjoyment is probably tied closely to how appealing one finds the characters. That’s one of my big blocks: there is not one character I like. I don’t hate them either, but there’s a slickness to this drama that coats the surface with its superficial sheen and makes it difficult to see the heart inside. If there is one. Still, there are pleasant, light parts that make up for some — but not all — of the weirdness of the plot.

SONG OF THE DAY

House Rulez – “Maldives” [ Download ]

STYLE Episode 1 >>

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Official posters are out for SBS’s Style, which premieres August 1.

I… don’t have much to say about them, really. (They’re not BAD. I don’t think they’re exciting, either, though.) Judge for yourselves:

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