Singer Sunmi embarked on a new challenge on the 15th, exclusively releasing the digital single and music video for her new song 'Forever July'.

This new track departs from the conventional refreshing summer formula. It reinterprets summer — traditionally remembered as a hot season — from a fresh perspective, capturing the emotion of love with a distinctive sensibility and completing a uniquely Sunmi-style summer atmosphere.

The released music video offers deep immersion through its sensual direction, which focuses on the flip side of familiar summer imagery. Through realistic moments such as hair disheveled by humid air and clothes wet from water, it delicately depicts a summer love that does not go as planned. In particular, a symbolic scene likening an inescapable rain to falling in love, along with direction that crosses between reality and fantasy, presents a narrative reminiscent of a film.

In this music video, Sunmi maximized a mystical atmosphere with natural hair and dreamy makeup. Combined with nuanced facial expressions and performance, she proved her unrivaled ability to pull off the concept. Following the previously released teaser, she left a strong impression in the main video with deepened emotional depth and cinematic visuals. Singing the emotions of love that repeat like the seasons in her own color, Sunmi has crafted a special summer that will come to mind every July through this promotion.

Meanwhile, Sunmi's new song 'Forever July' is available on various online music streaming platforms, and the music video can be viewed on her official YouTube channel.

Photo provided by Abyss Company.