We all know the infectious power of the Hallyu Wave—spanning from food to pop culture and entertainment, down to skincare and beauty, South Korea’s reach extends across continents as we enter the new age of K-pop claiming international recognition. Whilst the girls of Blackpink have long solidified their position as South Korea’s and top fashion houses’ resident It-girls, we’re also seeing a cosmic rise in stars who are staking their claim in the rest of the fashion world—with almost every other luxury house inviting a throng of K-pop stars to fashion’s biggest weeks. GenZ favourite NewJeans is one group notably soaring through the ranks and cinching luxury brand deals on their own too; Danielle, Hanni and Hyein all being global brand ambassadors for Burberry, Gucci and Louis Vuitton respectively. As the star power of Korean celebrities dominate the fashion industry in Asia and beyond, it comes as no surprise that their local brands are consequently also rising in popularity as fans flock to emulate the looks of their beloved idols.
From naughties nostalgia-inspired sets to colourful psychedelic knits and the reigning balletcore trend, we’re seeing Korean labels hopping onto this season’s biggest trends, making their way into the closets of the most fashion-forward of idols and actors. As seen on the members of the hottest girl groups this season—cue: (G)-IDLE, NewJeans, Red Velvet and Aespa—it’s no wonder why Korean brands like Andersson Bell, ExpiredGirl and TheOpen Product are considered to be the crème de la crème when it comes to mimicking the ‘off-duty’ idol aesthetic, as commonly seen on their Instagram grids.
Without further ado, find the Korean fashion brands loved by the most stylish of celebrities and where to shop them, below.
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Pehrt: Haerin of NewJeans
Pehrt is a balletcore dream. Led by the ‘off-duty’ dancer aesthetic—brought to life in pleated skirts, cardigans, leg warmers, jogger pants and ribbon-led details—Pehrt’s catalogue is one you’ll find a perfect meld with the youth’s playful wardrobe. And it’s no surprise that it’s the girls of NewJeans who have been wearing their pieces; most recently, both Haerin and Hanni slipped into its skirt options for their viral music video for one of their catchy new tunes ‘ETA’.
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Pehrt: Joy of Red Velvet
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Pehrt: Hanni of NewJeans
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Overdue Flair: Taeyeon of Girls' Generation
Whilst a number of brands on this list may satisfy every other Y2K enthusiast, Overdue Flair—a brand favoured by Girls’ Generation leader Taeyeon—is one that might draw the eyes of those looking for more playfully elevated separates. Expect easy cardigan sets, preppy jackets and flowy dress silhouettes, all imbued with a vintage touch.
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Overdue Flair: Cha Jung Won
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Whynotus: Red Velvet's Seulgi
Having made its debut in 2017, Whynotus quickly garnered a cult following online for its nostalgia-fuelled designs reminiscent of the ’70s and ’80s. Spotted on Blackpink’s Jennie and Red Velvet’s Seulgi, Whynotus has been known to be a celebrity favourite brand for casual events and Instagram OOTDs. Supermodel Irene Kim wears a comfy tie-dye set to Coachella—keeping things simple yet chic at a festival.
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Whynotus: Jennie
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Whynotus: Irene Kim
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Crank: Girls Generation's Hyoyeon
Worn by girl group veterans Hyuna and Hyoyeon of Girls Generation, Crank is definitely an up-and-coming brand to know. Alternative grunge meets school-girl prep, Crank’s aesthetic never veers away from the current season’s prevailing trends. Hyoyeon pays homage to the icons of modern-day music, Britney Spears, Amy Winehouse and more with her graphic tank top, while Minyoung of Bravegirls dons a sweet lavender tank top by the label with denim shorts for a casual summer look.
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Crank: Hyuna
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Crank: Brave Girls' Minyoung
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TheOpen Product: Lee Hi
For those on the search for basics with a subversive twist, TheOpen Product is an emerging brand to keep an eye on. From soloist Lee Hi and IU to the girls of (G)I-DLE and Blackpink—this label’s offerings of basics with a twist have been a clear hit amidst the stylist K-set. Think graphic bodysuits, acid-wash jackets and louche dresses.
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TheOpen Product: IU
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TheOpen Product: Soyeon of (G)I-DLE
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TheOpen Product eco-leather jacket, $535
Available at TheOpen Product.
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TheOpen Product knitted pullover, $200
Available at TheOpen Product.
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Andersson Bell: (G)-IDLE's Yuqi
Known for their bold prints and quirky pieces, Andersson Bell has been a wardrobe staple amongst the hottest Korean celebrities, since members of BTS popularised the brand’s iconic neon knitwear. Most recently, we’re seeing the resurgence of bright knits in various styles hit the feeds of stars like (G)-IDLE’s Yuqi, Kim Doyeon, and actor Lee Sunbin.
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Andersson Bell: Kim Doyeon
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Andersson Bell: Lee Sunbin
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Yuse: Dahyun of Twice
Turning up the grunge is Yuse—a popular pick amongst the younger set, such as the girls of Le Sserafim and NewJeans. With its eye-catching knit sets that provide the illusion of layers upon layers, the brand showcases a certain flair for versatile and creative knitwear options to adopt in any climate.
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Yuse: Chaewon of Le Sserafim (right)
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Sculptor: ITZY's Lia
It’s Y2K in full force—ITZY’s Lia poses in a cheeky graphic tank fit for the Los Angeles heat, while Sunmi shows off her toned midriff with a knit camisole from the label. Taking cues from the revival of academia dressing in fashion, Aespa’s Winter wears a pinstripe pleated skirt by the brand. For those looking to add some edgy graphic tees and baggy sweatpants to their rotation of streetwear pieces, Sculptor ranks high on our list of brands to check out.
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Sculptor: Aespa's Winter
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Sculptor: Sunmi
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Nastyfancy: Kim Sejong
Gaining popularity among the new wave of Korean idols like (G)-IDLE and NMIXX, Nastyfancy’s youthful designs brings forth a mixture of Y2K inspired pieces with a modern, more wearable twist. Expect soft pastel tones, tie-dye prints, baggy cargoes and plenty of graphic tees to add to your arsenal.
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Nastyfancy: (G)-IDLE's Minnie
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Nastyfancy: NMIXX's Sullyoon
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Expiredgirl: Red Velvet's Joy
Renowned for their girlish skirt and blouse sets, Expiredgirl is the brand to know if you’re looking to dip your toes in Korean fashion. Expiredgirl skyrocketed in popularity after Jennie famously wore a sage green trackie set and skirts from the brand on her grid. Apart from the fashion darling, the brand has also dressed Red Velvet’s Joy along with rapper Lee Youngji in most recognisable co-ords for performances. Low-rise and crop tops seems to be the brief, and Expiredgirl delivers.
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Expiredgirl: Lee Youngji (right)
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Expiredgirl: Jennie
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A;td: Seulgi of Red Velvet
From laidback chic to elevated OL, A;td seems to has its sights on producing a wardrobe that makes sense for the various facades of the modern woman. One could just as well slip into a casual knit cardigan number à la Seulgi or a look that dials up on the soft and feminine with its collared knits or belted dresses.
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