Mary Jane Shoes, From Spring-Fall Staple to Winter Favorite
Feminine Style Highlighted in New Releases from UGG, New Balance, and More
An employee at the UGG store on the 3rd floor of the main building at Gwangju Shinsegae is showcasing the Via Mary Jane model, a Mary Jane-style shoe with added warmth. Provided by Gwangju Shinsegae.
In "Trend Korea 2026," the first keyword selected in summing up 2025 is "borderless consumers." It explains that in 2025, consumers broke away from norms, crossed boundaries, and expressed their own individuality and confidence.
It goes on to note that attempts once considered inappropriate in the past have recently come to be seen as confident expressions of style.
As more consumers pursue their own individuality instead of following stereotypes, retailers are introducing products tailored to this demand. At Gwangju Shinsegae Co., Ltd. (CEO Lee Donghoon), this border-crossing trend is also on display.
"Mary Jane" shoes, characterized by a rounded toe and low heel, used to be worn mainly in spring and autumn. They create a neat yet feminine look, which is why women in their 20s and 30s mainly sought out Mary Jane shoes. Recently, however, the Mary Jane style has also gained popularity in winter.
UGG, a leading winter footwear brand known for its UGG boots, is drawing attention with products that add insulation to the Mary Jane design. The Bia Mary Jane, available at the UGG shop on the 3rd floor of the main building at Gwangju Shinsegae, removes the ankle portion of the traditional UGG boot design and exposes the instep. Faux fur is used for the lining to provide the warmth of UGG boots, and the shoes are easy to slip on and off, making them popular among female consumers in their 20s and 30s.
New Balance at the Gwangju Shinsegae Play Spot gained popularity in the 2025 FW season by launching the Winter Breeze in a Mary Jane style. For the 2026 SS season, New Balance aims to carry this popularity forward by unveiling the new 2026 Breeze. The Mary Jane design highlights femininity and offers a comfortable fit. Unlike the previous Winter Breeze, the fleece lining has been removed so that the shoes can be worn from spring through autumn.
Mary Jane styles can also be found at Onitsuka Tiger, which is regarded as breaking down the boundaries between sports and fashion. As the Mary Jane trend has emerged, Onitsuka Tiger, which introduced a Mary Jane style as a 2025 FW product, is now, in 2026, rolling out new models in a variety of colors such as metallic red, pink, and yellow, drawing in borderless consumers who transcend conventional boundaries.
Lee Jeongil, Play Spot team leader at Gwangju Shinsegae, said, "As Mary Jane designs gain popularity, a variety of products, including those that can be worn even in winter and those made with different materials, are being launched and attracting customer interest," adding, "We hope you will visit various shops such as UGG and New Balance to experience Mary Jane styles firsthand and choose the products that suit you best."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
