Embracing "Practical Minimalism"
Targeting Career Women in Their 30s and 40s
Comprehensive Overhaul of Logo, Design, and Silhouettes
Shinsegae Tomboy announced on March 3, 2026, that its womenswear brand Voice of Voices (VOV) has carried out a comprehensive rebranding to mark its 29th anniversary this year, redefining its brand identity from the ground up.
The strategy is to reposition itself beyond its previous mainstream casual image as a “high-sensitivity contemporary brand” targeting career women in their 30s and 40s. With a focus on elevating the brand to the next level, VOV has sought to reflect the needs of modern women who value both professionalism and sophistication.
The core of the rebranding is “practical minimalism.” The collection proposes functional yet stylish looks for women living amidst the dynamic rhythm of Seoul. In particular, it is characterized by its versatility, with pieces designed to be suitable for a range of situations throughout the day-from office life to evening gatherings.
The brand’s logo, which serves as its face, has also been renewed. The former bold and casual style has been replaced with a typeface featuring clean, delicate lines, expressing the understated sophistication that VOV aspires to convey.
Product design now centers on “timelessness,” prioritizing enduring value over short-lived trends. Carefully selected premium materials and meticulous craftsmanship have further enhanced the overall quality of the collection.
The range of silhouettes has also become more diverse. Moving beyond its previous slim-fit focus, VOV has increased the share of relaxed semi-loose fits and mannish silhouettes that emphasize an androgynous charm. In particular, the incorporation of refined tailoring techniques has resulted in high-sensitivity styles optimized for the active lives of modern women.
Key pieces include the “Wool Check Tailored Jacket,” which features a tailored collar and single-button details for a classic mood, and the “Double Closer Real Leather Jacket,” crafted from 100% genuine lambskin for a luxurious appearance and a lightweight, supple feel. In addition, the collection boasts stylish denim shirts with oversized silhouettes and premium-textured knits, among other high-sensitivity offerings.
Looking ahead, VOV plans to expand its brand story through collaborations with various artists and deliver a differentiated brand experience via high-quality digital content.
A Voice of Voices representative at Shinsegae Tomboy stated, “As a leading brand in the Korean womenswear market for the past 29 years, we have pursued this rebranding to respond to the evolving market environment,” and added, “We will continue to reinterpret the aesthetics demanded by the times through VOV’s unique perspective, building an unrivaled brand value going forward.”
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