"K-pop and K-food Followed by Soaring K-fashion... Emerging Designer Brands Thriving Domestically and Internationally"

'Young Sensibility' Emerging Designer Brands Gain Attention
Expanding Beyond Domestic Enthusiasts to Overseas Markets
K-Fashion's Global Status Rises... Also Serving as a Platform

As the popularity of K-culture and K-food rises worldwide, 'K-fashion' is also eyeing overseas markets beyond Korea. As its relatively narrow position in the past has expanded, emerging designer brands that are gaining attention domestically are steadily entering the global stage.

Designer brand 'KIJUN' 23SS collection.
[Photo by Musinsa]

According to the fashion industry on the 16th, the recent rise of promising rookie designer brands is remarkable. These brands are mainly led by young designers belonging to the MZ (Millennial + Generation Z) generation. These brands, which have been gaining attention primarily through social networking services (SNS) and fashion communities, are expanding their activities by showcasing unique collections armed with youthful sensibilities.

'KIJUN,' launched in 2018, is a brand led by designer Kim Hyun-woo that has gained popularity domestically by combining or reconstructing various materials and designs with bold creativity, gradually building a loyal fan base. After winning the grand prize at the '2016 Korea Fashion Grand Prix,' it also received the Rookie Designer Award at the ‘2022 Korea Designer Fashion Awards’ hosted by the Korea Fashion Designers Association last year. Following domestic recognition, it has been highly evaluated overseas as well, including being featured on the global fashion platform 'SSENSE.' The brand is expanding by introducing a men's line in addition to its women's wear.

Another representative case of a Korean fashion brand achieving remarkable success on the global stage is ADER Error. Known for its experimental designs that transcend limits, ADER Error positions itself as a culture communication brand based on fashion. It is also famous for its 'mystery' concept, where designers or directors do not take the spotlight. ADER Error first gained fame overseas through renowned international select shops and pop-up stores. Its collaboration products with the SPA brand Zara, which started in 2021, are called 'Zaraeder' and have sparked open-run lines upon release, quickly gaining premiums and appearing in the resale market.

'KANGHYUK' is also gaining global attention. Launched in 2017, KANGHYUK is famous for clothing made from car airbags. The brand is led by the design duo Choi Kang-hyuk and Son Sang-rak, graduates of the Royal College of Art (RCA) in London, UK. In 2019, it gained recognition by reaching the semi-finals of the 'LVMH Prize,' a competition regarded as a gateway for emerging designers worldwide. Domestically, it is also well known as the winner of the 16th and 17th Samsung Fashion Design Fund.

Additionally, 'ANDERSSONBELL,' which has attracted significant attention in the European market by consecutively entering global fashion platforms such as Farfetch, Net-a-Porter, and SSENSE, and 'Mardi Mercredi,' which gained great popularity domestically for its signature floral patterns, are also notable.

Thanks to the activities of these native emerging brands, the status of K-fashion in the global fashion market, which had been a barren land, is gradually rising. Until now, domestic fashion brands were generally consumed within Korea, but this trend has changed significantly recently. Following well-established global brands like Wooyoungmi and Juun.J, rookie designer brands are actively expanding overseas and gaining attention. Currently, among the world's four major fashion weeks, Wooyoungmi, Juun.J, and Songzio are the only Korean brands participating in the Paris Fashion Week shows.

Galaxy, KANGHYUK capsule collection. [Photo by Samsung C&T Fashion Division]

The role of platforms has also been significant. A representative example is Musinsa. Brands like KIJUN, Mardi Mercredi, and ANDERSSONBELL have built their domestic recognition through entry into the Musinsa Store. Recently, contemporary fashion brands such as AFTER PRAY and POTTERY, which have gained word-of-mouth popularity among MZ generation men, have also been consecutively entering the Musinsa Store, broadening the base. This fact has become a hot topic within fashion communities.

An industry insider said, "Young designers in their 20s and 30s, who have grown alongside their brands with fresh attempts and stylish storytelling as their competitiveness, are bringing vitality to the domestic fashion market. While Japanese fashion was the sole focus in Asia in the past, now the world is closely watching the Korean fashion industry."