Lea

While fashion powerhouses like France, Britain, Japan, and America have historically shaped global styles, South Korea has recently emerged as a dominant force, with its unique style absolutely dominating worldwide. This rise is particularly interesting because Korean style has only recently gained significant global traction. To understand this phenomenon, it’s crucial to acknowledge Korea’s long and complicated history, which has made the peninsula a “melting pot” of foreign cultural traditions, influenced Mongols, Chinese dynasties, the Japanese, and the United States. Despite this rich cultural mix, there was discourse among Koreans about a perceived lack of a unique Korean fashion identity.

Techwear : the distinct Korean style image

It’s a distinct genre of clothing guided by the spirit of utility and technological innovation, contrasting with traditional luxury fashion driven purely by aesthetics. Its roots trace back to ’80s-’00s outdoor brands experimenting with new fabrics and garment technologies.

In the late 2010s, Korean companies embraced the focus on practical application and performance fabrics, but were more willing to experiment with different fabrics, silhouettes, and other design elements. This experimentation allowed South Korean techwear to become the distinct Korean style that critics had claimed was missing.

Global impact & the future of K-Fashion image

The success of these innovative Korean brands mirrors an earlier Korean success story : Gentle Monster. This eyewear brand, founded in 2011, became the biggest eyewear brand in Korea and is now one of the fastest-growing eyewear brands globally, proving the power of South Korean market demand to create global trends.

The other brands in this South Korean fashion renaissance are on a similar path. They are rapidly gaining the loyalty of the fashion-rich South Korean audience, and in turn, are slowly gaining more market share over one of the richest fashion audiences in the world.

South Korea’s influence is growing, and this renaissance of South Korean design is making waves. If these brands continue on a similar path to Gentle Monster, they are poised to become some of the biggest brands in the world soon!

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K-FASHION

How to get the “Rich Kdrama Look” aesthetic

By Lea August 4, 2025 No Comments

This is your guide to dressing like a K-drama main character, specifically the “rich girl boss” seen in shows like Crash Landing on You. It’s a blend of preppy, classy, elegant, and modern. You can think about an “old money aesthetic” and expect much more accessorizing than typically seen in Western fashion.

Color palette essentials

The foundation is a predominantly neutral color palette, featuring lots of whites, creams, and browns to achieve an elegant and sophisticated vibe. When color is introduced, it usually leans towards pastels such as baby blue, baby pink, or lavender. The only dark colors commonly seen are black or navy blue. Avoid jewel tones, primary colors, or warmer colors like orange or yellow.

Key outerwear pieces

Outerwear is a significant component of this style, which is best suited for spring and winter trends.

• Tweed is an absolute must-have and appears everywhere, from skirts and dresses to handbags and shorts. The most quintessential item is the colorless tweed jacket, symbolizing old money and affluence.

• Look for long wool coats, especially those with sharp shoulders, which add an aura of elegance due to their structured design. A common styling trick seen in K-dramas is draping the coat over the shoulders for an authoritative yet effortless look

Shoe game

While tracking with general Korean shoe trends, this aesthetic features more high heels, stilettos, and sharper toe shoes compared to more casual styles. However, it’s not all high heels: loafers and chunky boots also make a presence, adding a modern touch to outfits. Ballet flats and slingback heels are super trending, especially ballet flats worn with socks (crew length or knee-high). You can experiment with shoe choices to make your outfit more “grungy” or “sophisticated” based on the platform or chunkiness of the shoe.

Accessories

Accessories are an essential part and are far more emphasized than in Western outfits.

• Jewelry: Focus on statement earrings, particularly chandelier or dangly styles. Pearl studs and diamond studs add an “old money” touch. There’s less emphasis on chunky rings or numerous bracelets.

• Hair Accessories: This aesthetic loves hairpins, hair bands, hair bows, and barrettes. This level of accessorizing enhances the “fanciness” and “perceived richness” of the individual.

• Bags: Designer bags are a big part, but if not available, look for structured bags in small to medium sizes. Quilted or tweed materials are ideal.

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K-FASHION

The Hallyu wave: the driving force behind the global K-Style revolution

By Lea July 28, 2025 No Comments

Korean fashion, or K-Style, has undergone a profound stylistic revolution, capturing attention and admiration worldwide. This phenomenon is inextricably linked to the meteoric rise of the Hallyu wave, also known as the Korean wave. Historically, the fashion world was largely dominated by Western styles, with minimal Asian influence. However, South Korea, once primarily recognized for its traditions and rich culture, has emerged as a global leader in style trends.

How Hallyu transformed global fashion

• K-Dramas as a global showcase: Popular series such as Crash Landing on You and Business Proposal not only presented engaging plots but also highlighted a style that is intrinsically Korean yet universally appealing. Historical dramas like Mr. Sunshine, set in the late 19th-century Joseon Dynasty, showcased elaborate and luxurious hanbok, reflecting characters social status and circumstances. Globaly, K-dramas challenged norms and set new trends.

• K-Pop’s fashion forwardness : The influence of Hallyu extends significantly through K-pop, with groups like BTS and Blackpink dominating global charts. These artists celebrate and promote Korean cultural identity through their fashion choices.

• Cinema’s cultural impact : Korean films and series, such as the Oscar-winning movie Parasite or the viral Netflix series Squid Game, have won international awards, each adding interest to korean culture.

Key K-Style elements popularized through Hallyu exposure

Hallyu has significantly popularized specific K-Style trends, making them widely adopted :

• Matched sets : Korean fashion celebrates the aesthetic of coordinated tops and bottoms, creating visual harmony and a cohesive and refined look.

• Layering and overlays : K-Style transforms layering into a true art form, allowing for rich experimentation with textures and depth by combining pieces of different lengths and proportions.

• Oversized clothing : This trend prioritizes comfort without sacrificing elegance, with wide jackets, loose t-shirts, and baggy pants forming the basis of a look that values freedom of movement, especially resonant in street style.

• Bold Accessories: Accessories are a style statements in Korean fashion, with extravagant hats, striking sunglasses, and printed scarves highlighting individuality and adding a unique touch of personality.

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K-FASHION

In Korea, seasonless is the new seasonal

By Lea July 21, 2025 No Comments

With unpredictable weather patterns becoming the norm in Korea, fashion is evolving fast. At Hyundai Department Store, a new trend is taking hold : shoppers are turning to seasonless fashion thats is stylish, practical pieces that can be worn all year round.

The climate is shifting : sudden heatwaves, unexpected downpours, huge indoor/outdoor temperature swings. That’s why consumers are moving away from traditional seasonal wardrobes and looking for lightweight, versatile outerwear.

According to Hyundai’s trend data :

Cardigan mentions rose by 327.8%.
Shirts spiked 274.7%
Rain boots and waterproof jackets only saw minimal growth.

The demand is clear : everyday layers over bulky weatherwear.

Leading Korean fashion labels are embracing this shift :

TIME increased linen shirt production by over 50%.
The Cashmere raised summer knitwear output by 30%.

This isn’t just a trend, it’s a new lifestyle standard. Seasonless is here to stay !

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Korean brand K2 launches a new collection made with eco-friendly fabrics

By Lea July 21, 2025 No Comments

K2, South Korea’s leading outdoor brand, has just launched its new lifestyle collection “FOR:REST”, designed for summer and built on a commitment to sustainability. This collection brings together performance, comfort, and conscious design, offering versatile pieces for both everyday wear and outdoor adventures.

The FOR:REST line is crafted using recycled fabrics and Sorona®, a plant-based fiber made from corn. Not only is Sorona soft and stretchy, but it also reduces energy consumption and greenhouse gas emissions during production. It’s a major step forward in eco-responsible fashion.

At the heart of the collection is the unisex Sorona graphic short-sleeve t-shirt. Lightweight, breathable, and quick-drying, it holds its shape even after washing, making it as durable as it is comfortable. A nature-inspired graphic on the back adds a subtle aesthetic touch. Available in four earthy tones : butter, hunter green, crimson and black. The shirt is priced at ₩59,000.

Beyond the t-shirt, the FOR:REST series includes a range of lifestyle staples: airy shirts, easy dresses, relaxed skirts, and wide-leg pants. They are all designed to move effortlessly between city life and time spent outdoors.

According to Noh Seong-hoon, Head of Product Planning at K2:

“This collection is about offering comfort and emotional design that fits into both daily life and light outdoor activities. With FOR:REST, we want people to experience the harmony of functionality and nature-inspired aesthetics, all made from sustainable materials.”

Through this launch, K2 strengthens its vision of eco-conscious fashion, delivering summer-ready style that doesn’t compromise on performance or values.

https://www.k-village.co.kr/k2

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South Korea is witnessing a “young fashion” revolution

By Lea July 17, 2025 No Comments

Inside Seoul’s fashion revolution

Seoul’s youth-driven fashion scene is rewriting the rules. It’s not just about what looks good, it’s about what feels authentic. A new wave of trends is shaping the way young Koreans dress, think, and express themselves.

Comfort is the New Cool

Oversized tees, relaxed silhouettes, and matching sets are everywhere. The line between loungewear and streetwear is gone. In a world of casual living and remote work, fashion now means comfort, without compromising style.

Values matter

Korean Gen Z is now tending to choose brands with purpose, eco-friendly materials, ethical practices, and real transparency. Style matters, but values too. And genderless designs? They’re everywhere, fashion that’s for everyone, no labels needed.

Seoul’s style is global-ready

Young creators and indie brands are winning with originality, digital savvy, and a strong connection to their audience. In 2025, fashion in Seoul means community, culture, and creative freedom.

Photos credits : Musinsa Global

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SYSTEM present their Spring-Summer 2026 Collection ‘Office Daydream’ in Paris

By Lea July 17, 2025 No Comments

Established in 1990, SYSTEM is a Seoul based contemporary brand built on the design philosophy, “It’s for everyone, but more about differences”, celebrating diversity and inclusivity. Under the creative direction of Hee-soo Kim, SYSTEM has been presenting its global collections at Paris Fashion Week since 2019 to expand its presence in international markets. SYSTEM is now being loved by global celebrities such as Zayn, Usher, Lucas Bravo, and Paul Mescal.

SYSTEM had presented its Spring-Summer 2026 collection, ‘Office Daydream,’ on June 26th at the Grand Palais, a historic and symbolic landmark on the Champs-Élysées in Paris. The presentation took place at Galerie Clemenceau, one of the recently reopened venue following an extensive renovation. Quiet and modern, the venue offers an atmosphere that complements the mood of the collection.

Inspired by the familiar space of the office, the collection explores the hidden imagination and emotions of the modern urban individual. Through ‘Echoes of Air’, a spatial installation where specially designed fabrics respond to airflow and light. The show evokes a visual sense of liberation from reality.

Key items for the season

It include lightweight outerwear, jumpers, and shirts, pieces designed to move fluidly between
reality and daydream. The use of soft, silky fabrics such as taffeta and sheer materials allows for natural layering, creating silhouettes that are flexible and subtly expressive. Lightly structured padding details add dimension and seasonal versatility, adding a light modern freshness.

Color palette

The color palette centers on pure white, symbolizing infinite possibility, and gently flows into tones of beige, ivory, and light gray. These are balanced with accent colors like deep gray, navy and sky blue, while pink, yellow and orange bring a quiet energy and optimism to the collection.

Additional visual elements, including breeze-inspired typography and free-flowing fabric illustrations, reinforce the collection’s understated theme of movement and freedom. ‘Office Daydream’ symbolizes the inner world of modern individuals seeking escape from monotonous routines, to freely imagine and pursue their dreams. SYSTEM SS26 collection offers a wardrobe that aligns with this duality, practical yet
aspirational, grounded yet open to possibility.

Event looks

Several celebrities attended the event, bringing even more visibility and excitement to the occasion. Their presence added a touch of glamour and helped generate significant media attention, both online and offline.

KFJ @frenchkiwijuice

Gemini @geminicasa

Jinhyuk Lee @ljh_babysun

Lucky Blue Smith @luckybsmith

Thai @thai.busofficial

Congratulations to the creative director, for this outstanding show !

https://system1990.com/?srsltid=AfmBOoqbtx3RgkFjqhyuPTEbpF-NjaDxtr6kZY93cOdXCOlgSE8M4lrI

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Wet season in Korea : rain boots VS flip-flops

By Lea July 2, 2025 No Comments

Summer in South Korea brings more than just sunshine, it brings jangma (장마), the infamous monsoon season. During these unpredictable weeks, Seoul’s streets become a fashion battleground between practicality and aesthetic.

Rainy boots

Tall, often sleek and stylish, paired with oversized shirts or skirts. Functional and trendy, they reflect a uniquely Korean ability to turn weather challenges into full-blown fashion statements. They are your safe bet in a splash-heavy season. They keep your feet dry and outfit clean while being stylish.
Pair with bermuda shorts or a mini skirt for a balanced silhouette !

Flip-flops

They carry the spirit of freedom. They dry fast and carry that off-duty beach vibe. Flip-flops reign among those embracing the lingering summer vibe. Lightweight, easy to dry, and perfect for hot, humid days, they offer comfort, even if it means wet feet.

Style them with lightweight pants or skirt. Keep your feet cool, as your outfit !

Whether it’s casual minimalism or drama-ready chic, this contrast says everything about Korean style: adapting fast, staying fashionable, even in a storm.

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