Why Luxury Brands Use Hangul... Because Hangul Itself Is a Luxury

Korean Hangul Lighting at Chanel Fashion Show
Famous Designers Also Show Interest
"The Most Beautiful Letters in the World"

Italian luxury brand 'Gucci' is attracting public attention by releasing new products featuring a Hangul logo. This is not the first time a luxury company has incorporated Hangul into its products. Hangul has emerged as a new trend in the fashion industry, with famous international brands such as Chanel, Karl Lagerfeld, and Ralph Lauren eagerly showcasing Hangul designs.

Bold move or overreach... Gucci's 'Seollal New Collection'

Gucci Korea Exclusive New Product / Photo by Gucci Website

According to industry sources on the 8th, Gucci's official website recently registered new products featuring a Hangul logo. The common feature of various clothing items such as T-shirts, sweatshirts, and outerwear is that the logo with 'Gucci' written in Hangul is prominently placed in the center. Gucci classified these products as 'Korean exclusive' items.

The Hangul Gucci products sparked a heated response from netizens from the moment they were first revealed. Some criticized the brightly colored tops with the striking 'Gucci' lettering in the center as being excessively off-putting. However, others praised them as "refreshing" and "somehow familiar."

Chanel Introduces Hangul to the Fashion Industry

This is not the first time Hangul has taken center stage in international luxury brands. Clothing brands have long recognized Hangul as a design element with high potential.

The first company to 'debut' Hangul in the international fashion industry was Chanel. During the 'Chanel Cruise Show' held in Seoul in 2015, Chanel drew attention by prominently featuring words such as 'Hanguk' (Korea), 'Seoul', 'Coco', and 'Chanel' on the front of garments.

Karl Lagerfeld's Love for Hangul

German fashion designer Karl Lagerfeld / Photo by Yonhap News

The person who planned the Cruise Show at that time was the legendary German fashion designer Karl Lagerfeld (1939?2019). The following year, when he launched the 'Lagerfeld' brand store in Korea named after himself, he once again showcased Hangul phrases, demonstrating his strong affection for Hangul.

Why was a designer who defined an era so captivated by Hangul? Lagerfeld focused on Hangul as a 'design element.' At the 2015 Chanel Cruise Show, he repeatedly praised Hangul as "the most beautiful script in the world." In an interview, he said, "I get a feeling similar to Cubist art," and emphasized, "I love the way Koreans write."

Hangul Emerges as a Design Element

Shirt of the U.S. national team designed by Ralph Lauren during the 2018 Pyeongchang Winter Olympics / Photo by Ralph Lauren

Perhaps due to Lagerfeld's passion, many global luxury brands have since paid attention to the charm of Hangul. Notably, American fashion brand Ralph Lauren, famous for polo shirts, received praise for incorporating Hangul into the uniforms of the U.S. national team during the 2018 Pyeongchang Winter Olympics. The design featured the white word 'Pyeongchang' embroidered above the team mascot.

Belgian fashion designer Raf Simons also received acclaim for his bold approach by incorporating Hangul logos into several products designed in collaboration with Adidas.