The global popularization of Korean culture, often referred to as the “hallyu” wave, may have started with K-pop, K-dramas and foods like kimchi, but now that’s extending to Seoul-based clothing brands that have been spreading the country’s fashion sensibilities to a global audience.
From edgy (and affordable) street style to upscale luxury brands gracing Fashion Week runways and magazine editorial pages—and everything in between—Korean fashion brands have commanded international attention. Even the mecca of fashion events, New York Fashion Week, includes a Concept Korea runway, where brands like KYE have seen success, signing multiple business deals with New York showrooms, per The Korea Herald.
Not to mention, fashion-forward celebrities like Rihanna have been spotted wearing brands like Gentle Monster. Plus, major global retailers like Shopbop feature Korean designers and NET-A-PORTER, which debuted its extensive “Korean Collective” last fall, are stocking Korean fashion brands online. “There is something unique coming from this youthful culture that is appealing to the global customer–whether it’s the interesting styling, the streetwear trend or the mix of high and low which are all so prevalent on the streets of Seoul, ” NET-A-PORTER's global buying director, Elizabeth von der Goltz, said in a statement.
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's fashion market & accessories director Robin Nazzaro as well as senior fashion & accessories editor Paula Lee for their favorite up-and-coming Korean fashion brands that should be on every fashionista’s radar.
Korea’s answer to popular brands like Uniqlo, 8seconds offers affordable, simple everyday wear for both men and women that looks modern and fresh. From cute flower-knit cardigans to graphic T-shirts, this Korean brand makes casual weekend dressing that much easier.
, designer Minju Kim had a chance to introduce her eponymous brand to a global market, including the opportunity to be stocked on NET-A-PORTER. Kim, who has created world tour costumes for the boy band BTS, brings a unique sense of playfulness and joy to her couture designs.
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Sunglass brand in Korea, and from there, it expanded globally at a rapid pace. Celebrities including Rihanna, Billie Eilish, Hailey Bieber, Lil Nas X, Jennie from the K-pop group Blackpink, and more have all been spotted sporting Gentle Monster. “For statement eyewear, they hit all the trends from sleek cat eyes to translucent colored lenses, ” says Lee.
“Andersson Bell is a Seoul-based label that blends Korean style with a minimalist Scandinavian sensibility, ” explains Nazzaro. “This collection is crafted with beautiful, high-quality fabrics and offers silhouettes that have an unconventional twist, that are both timeless and modern.”
“High heels aren’t really practical for my lifestyle, but I prefer a little height, ” notes Lee, who says she loves Yuul Yie’s shoes for their “architectural block heels and unique shapes.” If you're looking to add a unique, fun shoe to your wardrobe, Yuul Yie’s unexpected color combinations, trendy designs, and geometric accents will definitely fit the bill.
Seoul, South Korea. 18th Mar, 2022. South Korean Model Catwalk During A 2022 F/w Seoul Fashion Week Designer Brand By Bonbom Fashion Show At The Seoul Museum Of Craft Art In Seoul,
Designer Kim Young Jin crafts ethereal, feminine, modern reimaginations inspired by traditional Korean clothing like the hanbok. Using a gorgeous array of colors—from muted pastels, to florals to bright yellows—Kim mixes modern materials and traditional fabrics to create a unique sense of emotion in her clothes.
Founded in 2013, the name IMVELY is a combination of the phrase “I'm lovely.” True to name, the brand offers a wide range of affordable clothing (as well as beauty and accessories) that will tempt you to add multiple things to your cart. “I love the mix of trendy fashion pieces—cute floral dresses, sweet cardigans, sweatshirts, and jean jackets—that won’t break the bank, ” says Nazzaro.
Featuring modern womenswear designs that could be worn to the office, Maison Marais is on Nazzaro’s list of Korean fashion brands to watch. Showcasing beautiful tailoring, pleated accents, a muted color palette, and menswear inspired looks, the brand designs clothing that’s fashion-forward but still easy to wear.
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“This designer truly understands how to use color and prints, which is a real skill, ” says Nazzaro. “Her designs are casual but street-style cool, and she has developed a celebrity following including major K-pop stars G-Dragon and CL, along with Rihanna, Hailey Bieber, and Bella Hadid.”
Stocked at some of the largest luxury shopping malls in South Korea, J.Chung describes its aesthetic as the “attractiveness of imperfection.” What piqued Nazzaro’s interest in this brand is that it offers “affordable, seasonless wardrobe staples that have an unconventional twist.”
One of South Korea’s most popular fashion labels and “a good brand to keep on the radar” according to Nazzaro, KUHO offers a minimalist and sleek approach to clothing, shoes, and accessories—all made in Korea using its own fabric mills. Nazzaro particularly loves how KUHO “experiments with proportion, draping techniques, and layering, offering a fresh perspective on everyday pieces.”
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Launched in 2012 by Korean-born designer Goen Jong, her namesake fashion line has been getting international attention—even Rihanna has sported one of her designs. “What I love about her collection is the balance of modern, structural design with a delicate, romantic sensibility, ” says Nazzaro. “Her pieces truly add something special to your wardrobe.”
WE11DONE was created by lifelong friends Dami Kwon and Jessica Jung as the in-house line of Rare Market, their buzzy concept store in the Gangnam neighborhood of Seoul, South Korea. Since its launch in 2016, the collection has expanded to major global retailers including NET-A-PORTER, Saks, and SSENSE. “Their approach to design has been genderless, ” notes Nazzaro. “I love their oversize but not shapeless cuts. The collection draws inspiration from fashion of the past decades but reinterpreted in a modern and fashion-forward way.”
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Presented by Soma Joyful Christmas Sweaters You’ll Wear All Winter 60 Best Amazon Gifts for Women You’ll Want to Live in These Cozy Sweatpants 40 Gifts for the Harry Potter-ObsessedOver the last decade, the successful presence of Korean culture across the U.S. entertainment and beauty space has been undeniable. Take the billion dollar industry of K-beauty or the millions of fans who follow K-pop groups Blackpink and BTS for instance. Meanwhile, the impact of K-dramas and shows (
Have encouraged Hollywood to produce similar pictures in hopes for another major win. (Pachinko on Apple TV+ fulfills this tall order.) On the style front, emerging South Korean fashion brands are increasingly targeting the U.S. and European markets in the hopes that they, too, can ride this cultural wave and capture more universal consumers.
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“The popularity of K-culture is expected to serve as an opportunity to continue boosting the Korean designer fashion industry, ” says Hyeun Lee, director of the Korea Creative Content Agency (KOCCA). “I think overseas retailers [in the U.S., Europe, and China for example] mainly look for Korean brands to satisfy local consumers, such as brands worn by K-stars and brands with cultural elements.” To this Hansem Jang, director of Seoul-based footwear label COMME SE-A, adds: “Being a global brand can be crucial to your brand’s success. We think that if our label is recognized overseas first, then their recognition in Korea will rise.”
Lee knows firsthand what it takes for South Korean brands to break into a foreign market. Her agency KOCCA is responsible for bringing Concept Korea to New York Fashion Week, after all. The project started in 2010 and assists emerging Korean designers with showcasing their collections to a broader international audience. “Concept Korea NY, which has introduced a total of 34 Korean emerging designers [at NYFW since 2010], serves as an important window for presenting K-fashion to [attendees], ” Lee tells TZR. “[At Paris Fashion Week this year], 10 Korean designers [for the Fall/Winter 2022 season] were introduced through a pop-up showroom called The Selects. We also have plans to expand the model of Concept Korea to other fashion markets.”
It goes without saying that Seoul Fashion Week, which has been an event since 1987, has a major role to play, too, in highlighting designer talent within the nation of 51.78 million residents. (According to one CNN story, the Seoul government hopes SFW will become the “‘fifth significant fashion week in the world’ after the ‘Big Four’ of New York, London, Milan and Paris.”) In a cross over move between entertainment and fashion — which often happens in Hollywood too — notable Squid Game actor Lee Jung-jae was tapped as the global ambassador for Seoul Fashion Week’s Fall/Winter 2022 season, further solidifying the fact that Korean entertainment has strongly influenced the style sector.
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Outside of the traditional show schedules, social media (especially Instagram accounts like Up Next) has made it even easier for up-and-coming designers to connect with new fans from all around the world. “In the early days, there was a great opportunity to showcase our brand in the United States through the iconic store Opening Ceremony, ” says Myungjun Shin and Hyunwoo Kim, the directors of Seoul-based womenswear label KIJUN. “But since then, SSENSE, SIMONETT, etc. have naturally shown interest
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