The 'Hallyu wave' has always been centered around K-pop, Korean television and K-beauty. Now, some of Seoul's rising fashion brands are ready to be a part of that hype.
and global attention to the nation's film industry. Fashion's role in this, though, has been a slower burn.
According to Kaimin — the designer behind the brand of the same name, which has been worn by the likes of Lady Gaga, Beyoncé and Björk — the growing popularity of the Korean music industry has been integral not just to bringing attention to the country's fashion scene, but also to inspiring creatives on the ground.
But other designers are looking to go beyond that pop-culture mold. "Until now, Korea has been sticking to the 'existing fashion powerhouse,' but I think it would be better to approach it in the way that Korean designers exceed even more," The Studio K's Hye-Jin Hong tells Fashionista. "Looking at successful cases such as 'Squid Games' andAhead, meet seven rising brands that are doing just that.
"I tend to pay a lot of attention to the quality [of our clothes] so that people can wear them for a long time," Park says. "The fabric and color are carefully determined, and the quality is always discussed with the companies we work with, that have been in the industry for a long time. The design also is prioritized to be timeless rather than following a certain trend."Extraordinary Attorney Woo" and worn by celebs like singer Krystal Jung.
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