The expensive outfits for 2NE1's "Lonely" music video has generated a ton of conversation recently and for good reason! The clothes worn in their latest music video are pieces from the French brand "Balmain", which was launched in 1945 by French designer Pierre Balmain. In 2006, Christophe Decarnin became the director, and for the past few years, Balmain has become a hot trend in the fashion world. Musicians such as Kanye West, Madonna, Beyonce, and Rihanna have worn items from their line. Currently, Balmain is one of the most expensive high-end brands. They have also been chosen as Big Bang and 2NE1's favorite brands for their one-of-a-kind art-like designs and their exceptional details. A representative said:

"Not only is it expensive, but it is a designer label that rarely provides wardrobe to celebrities. Occasionally, fashionable actors receive sponsored pieces for special award ceremony-like events, but favorably, 2NE1 has been the only singers to receive sponsored pieces for the past few years."