Gwangju Shinsegae Presents This Winter's Trend: 'Old Money Look'

Focus on Material and Subtle Design Instead of Large Logos

Gwangju Shinsegae Co., Ltd. (CEO Lee Dong-hoon) is keeping pace with the 'Old Money Look' trend, which has emerged as the biggest topic in the fashion industry this winter.

The Old Money Look originates from the term ‘Old Money,’ referring to the upper class who have lived wealthy lives for a long time through inherited assets. It is used to denote ‘true wealthy people’ as opposed to ‘newly rich’ who suddenly became wealthy. The Old Money Look fashion avoids flashy designs or prominently displaying brand logos. Instead, it is characterized by pursuing differentiation through elegant designs and luxurious materials.

According to Gwangju Shinsegae on the 11th, the Erno store on the 3rd floor of the main building sells products in the most popular colors, including Ice Blue, Brown, and Lavender. The price is 1.5 million KRW. Although it is a premium padded product, the only indication that it is Erno is a small logo the size of a pinky finger located on the back of the neck. This is why ‘true wealthy people’ who do not need to flaunt their wealth love Erno.

The Italian fashion brand MaxMara, also found on the same floor, has seen an increase in customers seeking its ‘Madame Coat’ as the Old Money Look trend gains attention.

Launched in 1951, the year MaxMara was founded, the Madame Coat is a signature product that has been loved to this day. Despite its high price approaching 5 million KRW, some popular items such as the camel color sell out immediately upon arrival at the store. In the past, the Madame Coat was mainly popular among middle-aged women, but recently, as the Old Money Look trend spreads, purchases by women in their 20s and 30s are increasing.

As consumers pay more attention to luxurious materials, some brands are gaining spotlight. DELLALANA, which confidently competes with overseas products by emphasizing excellent quality, is a representative example.

Located on the 4th floor of Gwangju Shinsegae’s main building, DELLALANA imports top-quality Italian cashmere fabric and manufactures domestically. Despite using the finest materials, it attracts attention by offering relatively affordable prices compared to overseas brands. With the recent spread of the Old Money trend, the number of consumers focusing on premium materials is increasing. The fact that most of DELLALANA’s products are made of cashmere has highlighted the brand, leading to more customer visits.

The most popular items are the Big Cape Collar Cashmere Blend Jacket and the Wide Shawl Detail Belted Coat, both priced at 1.98 million KRW.

Lee Dong-hoon, CEO of Gwangju Shinsegae, stated, “The Old Money trend started among Generation Z in the U.S. and is spreading worldwide, including Korea. We will continue to strive to present various brands that fit the Old Money trend to customers visiting Gwangju Shinsegae.”

Honam Reporting Headquarters, Reporter Shin Dong-ho yjm3070@asiae.co.kr