South Korean Olympic Pistol Shooter Kim Yeji Goes Viral for ‘Bull’s-eye Chic’ Outfit, Fierce Poses and ‘Health Goth’ Aesthetic Revival at 2024 Paris Games

An unlikely Olympic sport has entered the crosshairs of fashion lovers thanks to South Korean athlete Kim Yeji. The silver medalist, who placed second in the women’s 10-meter air pistol final on Sunday, has courted scores of new fans on social media.

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“Clips started going viral after people noticed her infinite aura and ice cold stance,” said TikTok creator Stylebykvn. “While she didn’t win gold, she’s definitely won our hearts and the runway.”

The fashion influencer’s video on Kim has already amassed more than 350,000 views. On Thursday, the Olympics also shared their own Instagram photo of Kim, captioning it “Bull’s-eye chic.”

Her futuristic eyewear also captured people’s attention. According to the Olympics, her high-tech specs “are popular among shooting athletes as they help to avoid blur and increase visual focus. They include a lens, blinders and a mechanical iris.”

Many also took notice of Kim’s sleek uniform: a Fila tracksuit and a cap by The North Face, which are both branded with South Korea’s flag. Her Sauer Easy Top pistol shoes could pass for the latest sneakerhead “grail.”

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Kim’s monochromatic look evokes the popular “health goth” aesthetic of the mid-2010s. The microtrend melds athleisure with the music-based subculture, combining the sporty flairs of Adidas and Nike with the dark vibes of high-fashion labels like Rick Owens and Nasir Mazhar.

According to the New York Times, the term health goth was coined by musician Mike Grabarek in 2013. The trend eventually spawned Facebook groups, Tumblr memes and even a fitness class with its own line of viral tongue-in-cheek merch.

The North Face is an official partner of the Korean Sport and Olympic Committee at the 2024 Paris Games. The brand is providing Team Korea athletes with custom windbreakers, sweats and accessories.

Fila, meanwhile, is a South Korean-owned brand that originated in Italy. The sportswear retailer was purchased by its regional licensee, Fila Korea, in 2007. It’s unclear if the company is a sponsor of Kim’s, though Fila also outfitted her teammate, Oh Ye-jin, who took home gold in the 10-meter air pistol competition. Manu Bhaker of India took home the bronze medal.

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