Did I See That Right? Double-Checking the Price Tag... Lee Boojin's Old Money Look Turns Heads Every Time She Appears [Luxury World]

President Lee Boojin Of Hotel Shilla Draws Attention At Son Lim Donghyun's Graduation Ceremony
"Lee Boojin Code": The Quintessential Old Money Look And Luxury Management

There were no embellishments, no logos. Just a clean silhouette in a black long coat.

What caught the eye before the bouquet was the coat worn by Lee Boojin, President of Hotel Shilla. At the graduation ceremony of Whimoon High School in Gangnam-gu, Seoul on February 9, the main character was her son Lim Donghyun, who was admitted to Seoul National University, but what set the internet abuzz was President Lee Boojin's "old money look."

Lee Bujin, president of Hotel Shilla, attended the graduation ceremony at Hwimun High School in Gangnam-gu, Seoul on the 9th. The outfit she wore that day was reported to be a long tailored coat from the French luxury brand Lanvin.

On that day, President Lee Boojin showcased an all-black look by pairing a neat black long coat with black gloves and a black bag. The coat was a long tailored coat from the French luxury brand Lanvin, featuring a leather strap at the waist. The shoulder line falls straight, while the waistline forms an elegant yet restrained curve. The item is reportedly already sold out. It is a piece that conveys the power of the brand even without exposing a logo.

The bag matched with the black coat was the "Numero Un" black tote bag from French brand Polene, a classic design made of calf leather. It is currently sold on the official website in the 700,000 won range. It was not a high-end handbag costing tens of millions of won. This product also has almost no visible logo. Rather than opting for a high-priced item, she chose design, materials, and overall harmony.

The bag Lee Boojin, President of Hotel Shilla, carried at her son Lim Donghyun's graduation from Whimoon High School was reported to be the French brand Polene's 'Numero Un' black tote bag.

What makes this combination stand out is that it presents a textbook example of "quiet luxury." It moves away from logo-centric consumption and focuses on materials, tailoring, and silhouette. It places more weight on craftsmanship than on ostentation. This is the core grammar of the "old money look."

The reason the old money look is not perceived merely as a "trend" is that consumers and the market have begun to consume "context" rather than logos. Quiet luxury is not just simple minimalism. It is also a way for consumers to distinguish social strata based on their ability to recognize brands, rather than on price tags. Choosing a product without a logo does not signal "I have a lot of money," but rather "I know which brand to choose in which context." In other words, flaunting the informational power behind one's choices, rather than engaging in conspicuous consumption, is now intertwined with structural changes in the luxury market.

Lee Boojin, president, attended the regular shareholders' meeting held last year at the Hotel Shilla Jangchung building in Jung-gu, Seoul. The coat she wore was the "Belt Crepe & Lace Double-Breasted Coat" from the Italian luxury brand Dolce & Gabbana, reportedly priced at around 7.8 million won. Yonhap News

Over the years, whenever President Lee Boojin has appeared at official events, her fashion has become a topic of conversation. The most notable example is her outfits at shareholders' meetings. She has typically opted for neat, mostly achromatic styles in black, white, and gray, adding belts or earrings as accents to express individuality. In this way, she does not chase trends, but still reflects elements of them.

At the shareholders' meeting held in March last year, President Lee Boojin wore the "Belt Crepe & Lace Double-Breasted Coat" from Italian luxury brand Dolce & Gabbana, reportedly priced at around 7.8 million won. At the 2024 shareholders' meeting, she showcased an all-white look by wearing a white emblem jacket and pants by British designer Alexander McQueen. At the 2023 shareholders' meeting, she added a gold buckle belt as a focal point to a black dress.

President Lee Boojin appeared at Hotel Shilla's 2024 annual shareholders' meeting. She wore a white emblem jacket and pants by British designer Alexander McQueen, showcasing an all-white fashion look. Yonhap News

President Lee Boojin is generally regarded as effectively conveying a luxurious image through fashion that is both elegant and restrained. The hotel and duty-free businesses she leads also deal with "experience-based luxury," which aligns with President Lee Boojin's fashion philosophy. The hotel and duty-free businesses systematically design a premium image through the curation of space, services, and brands. The fact that the executive's style is not swayed by fleeting trends can be read not merely as a matter of personal taste, but as a strategic choice to visually maintain the company's identity.

This can also be seen in the cost-effective designer brands she wears. At the Dueul Scholarship Foundation scholarship certificate award ceremony held last January at the Leeum Museum of Art in Yongsan-gu, Seoul, she drew attention by wearing a dress priced at 170,000 won. Serving as chairwoman of the Dueul Scholarship Foundation, President Lee Boojin wore a neat gray dress with a high-neck detail that stood out. The dress is from domestic designer brand Dint and is priced at 177,000 won. President Lee Boojin is said to have purchased the item after trying it on in person at an offline store.

Previously, at the 2024 Dueul Scholarship Foundation scholarship certificate award ceremony, she also wore a gray two-piece outfit from this brand, reportedly priced at 119,700 won.

At the Dueul Scholarship Foundation scholarship certificate award ceremony held last January at the Leeum Museum of Art in Yongsan-gu, Seoul, Lee Bujin was photographed taking pictures with students. On that day, Lee Bujin wore a neat gray dress with a high-neck detail. The dress is from domestic designer brand Dint and is priced at 177,000 won.

President Lee Boojin wore a dress from Korean designer brand Dint at the Dueul Scholarship Foundation scholarship certificate presentation ceremony in January. The price was reported to be around 170,000 won. Dint website.