"They Said 'Who Wears That Anymore?'... The Once-Outdated Item Making a Major Comeback"

Fur Emerges as a Fashion Item for Millennials and Gen Z Amid Cold Wave
Boom in Warmth and Retro Trends... Surge in Searches and Sales

Fur, once considered an outdated fashion, is making a comeback among younger generations. This resurgence is being driven by a combination of factors: the severe cold snap, the retro consumption tendencies of Millennials & Gen Z who embrace even "old-fashioned" styles as "hip," and the rapid spread of trends via social networking services (SNS).

Ive's Jang Wonyoung and BLACKPINK's Jennie wearing fur products. Instagram

The Glamorous Comeback of Fur Once Pushed Out

Fur, known for its rich texture and strong insulation, has long been a symbol of "affluent fashion." Coats made from mink, fox, and other animal furs and hides were synonymous with luxury clothing up until the mid-20th century.

However, as social awareness of animal protection grew, the situation changed rapidly. Global luxury brands such as Chanel, Gucci, and Prada announced one after another that they would stop using fur, effectively pushing fur out of the fashion industry. Controversy over animal cruelty quickly dampened consumer sentiment.

Recently, though, the atmosphere has changed dramatically. On SNS platforms like TikTok and Instagram, there has been a surge in content featuring styling with fur jackets and coats. Reactions such as "glamorous," "perfect for today's vibe," and "actually feels new" have followed. This is interpreted as an extension of the so-called "halmenial" (grandma + millennial) trend, where items once considered "old-fashioned," like kimchi-making vests and knit cardigans, are being consumed with a new sensibility-now extending to fur as well.

IVE's Jang Wonyoung and Rei, and Davichi's Kang Minkyoung wearing fur products. Instagram

The Jennie & Jang Wonyoung Effect... Sales Soar 191%

Interest in fur spiked as famous celebrities such as BLACKPINK's Jennie, IVE's Jang Wonyoung, and Davichi's Kang Minkyoung were seen wearing fur items on SNS. The previous perception that "fur is hard to style" has naturally faded away.

Actual data supports this trend. According to fashion platform 29CM, sales of fur jackets soared by 191% year-on-year during the one-month period from December 20 last year, when a cold wave warning was issued, to January 18 this year. This is analyzed as a result of fur being reevaluated as an item that satisfies both warmth and style during extreme cold.

Global Popularity... "Feels Like the 1950s Again"

This shift is not limited to Korea. On January 24 (local time), CNN reported, "Just a few years ago, it was hard to imagine seeing real fur coats on the streets of New York, but now it feels like a scene straight out of the 1950s."

However, consumption patterns have changed from the past. Consumers, mindful of animal rights issues, are turning to secondhand and vintage fur rather than new products. According to CNN, searches for vintage fur coats on luxury resale platform The RealReal rose 191% year-on-year, while searches for mink fur jackets jumped 280%. The average selling price also increased by 18%.

CNN analyzed, "Since faux fur is also made of plastic, there is a growing perception that it is more reasonable to wear existing products for a long time and recycle them."