Korean streetwear takes the global fashion scene by storm
Characterised by high-impact logos with a hint of irony, Seoul streetwear is gaining the attention of Wiz Khalifa, Rita Ora and Rihanna
When Paris-based Vetements and MatchesFashion.com announced their much anticipated garage sale at the beginning of Seoul Fashion Week, a streetwear-savvy crowd lined up outside. But Vetements isn’t the only brand trying to get its foot in the door. Korean streetwear has created quite a buzz over the past two years.
International trade shows which showcase Korean designers and initiatives by the Korean Culture Centre to exhibit their work have helped bring the right kind of attention to local designers.
Gangham’s Rodeo Street, Dongdaemun Market and Seoul Fashion Week are filled with international buyers and designers trying to understand this thriving consumer market.
Characterised by high-impact logos, and statement- making looks with a hint of irony, streetwear is not limited to clothing and extends to a range of categories including bags and accessories. The style has found a number of fans among K-pop stars as well as international celebrities such as Wiz Khalifa, Rita Ora, Gwyneth Paltrow and Rihanna, who have now become long-term clients.
When it comes to the Seoul fashion scene, streetwear is king.
With rebellion messages monogrammed in white block letters and jackets with curling varsity scripts, labels such as Cres E Dim, Kye, Rocket X Lunch and Charm’s are shaping the modern Korean’s style sensibilities.
With an explosion of colour, modern techniques, craft and use of experimental fabrics, their collections can be seen as a reconstruction of fresh millennial ideals. “Korean millennials are experiencing an entirely different world to their parents. The technological and internet progression has given young Koreans a fresh platform to communicate with the world, and therefore the post-digital Korean style can sometimes seem detached from the traditional aesthetic,” says London-based independent exhibition curator and creative lead at the Hyman Archive, Tory Turk, who specialises in style and popular culture and has curated exhibitions for the Korean Culture Centre.