By Kristen Bateman. Photos: Courtesy of Instagram, Brand, Getty Images.
Everyone knows Korean beauty products have made a major impact on our skincare routines. From cute sheet masks to supercharged serums, the world is obsessed with Korea’s scientifically advanced (and adorably packaged) cosmetics.
Now, it’s time to turn our attention towards the country’s trending fashion. Thanks to major retailers like Nordstrom and Opening Ceremony, we’ve been given access to some of the most popular Korean ready-to-wear and accessory lines favored by K-pop stars like CL and Chanel muse G-Dragon. “There’s a youthfulness, there’s a really exciting energy around Seoul fashion week right now and everything that’s coming out of there, and that’s influenced from so many different things,” Olivia Kim, VP of Creative Projects at Nordstrom, tells Allure. “We talk about celebrity style and pop culture here, but it is next level in Korea. The internet and social makes the whole world accessible, so now there is a broader audience—or really a global audience—watching.”
As for what makes Korean fashion so different, the pace at which its consumers absorb the latest products is faster than you can say “trend.” Right now, there’s a heavy focus on easy-to-wear pieces and streetwear that’s been made popular by the country’s burgeoning entertainment industry and its bevy of stylish stars. Kim, who’s been supporting Korean brands through pop-ups and product launches at Nordstrom, says, “You could see a jacket on a Korean soap star and that jacket will sell out in five minutes. [The consumers] are open to the idea of ‘what’s happening right now, we’re going to embrace it, we’re going to love it, we’re going to kill it, and then we’re going to move onto the next thing.’”
Seoul fashion week will take place later this month, featuring emerging brands like Nohant and KYE. In the States, Nordstrom will launch a Korean fashion pop-up—a third in a series that’s focused on K-beauty and accessories in the past—on March 31. To prepare you for these two occasions, read up on the 10 of the trendy Korean fashion brands to know now.
This story originally appeared on Allure.
More from Allure: