21 Korean fashion brands to know and shop now

A versatile brand that’s constantly evolving with the latest trends, AEAE is the perfect starting point for any ‘hip’ fashion guide, featuring classic logo baby tees and hoodies to chic caps. The Web Logo Camo 5 Pannel Cap camo-is their most iconic piece, seen in almost every ulzzang’s instagram for its cool yet cute colour combination between green and pink.

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Counting the likes of K-pop idols Hwasa and Red Velvet‘s Joy as loyal fans, YEEL offers wardrobe staples like jeans, blazers and tank tops imbued with streetwear sensibilities and an edgy vibe.

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Seoul-based Andersson Bell “reinterprets Scandinavian vibes from a Korean point of view to form new objects,” striking a perfect balance between contrasting elements. Equal parts modern and timeless, expect classics like tartans, jeans and knits with an eclectic, fashion-forward twist.

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Designer Sunyuul Yie started Yuul Yie in 2010, offering sculptural shoes and bags that look like works of art. Feminine, offbeat and unique, it’s no wonder that the label is increasingly spotted on style stars and featured in footwear roundups.

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London-based Rok Hwang won the LVHM Special Prize in 2018, and debuted at Paris Fashion Week the following year. Prior to launching his own label, Hwang worked under the tutelage of Phoebe Philo who was then head of house at Céline, followed by stints with Louis Vuitton and Chloé. The label boasts classic wardrobe staples reassembled in clever, new ways and an aesthetic that may very well fill the gap left by Phoebe Philo’s departure from ‘old Céline’.

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Launched by Kim Chan in 2013, CHANCECHANCE deftly blends streetwear, punk and a hint of dandy—think: matching trouser and jacket/ vest sets, acid-washed baggy jeans, vintage-looking bomber jackets, printed shirts and glossy trench coats.

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Building upon her previous experiences at Kiko Kostadinov emerging designer Ji Hyung Choi creates contemporary streetwear that plays on unexpected details, underscoring her technical sensibilities. Now expanding to five different sub brands under her brand JiChoi, Ji Hyung Choi is slowly growing her brand to cater to different styles.

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In 2014, lifelong friends Dami Kwon (G-Dragon’s sister) and Jessica Jung founded Rare Market, a concept store that unearths under the radar Korean labels and cult overseas gems. The duo went on to launch WE11DONE (pronounced “welldone”), known for its distinct and elevated pieces that weave references from the aughts, reimagined for today. Expect cool-girl styles in inventive silhouettes that convey an understated sophistication.

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Okay, you’d probably have heard of Minju Kim by now—but if you haven’t, she’s one designer you need to have on your radar. The winner of Netflix‘s first reality fashion show, Next in Fashion, is known for her playful, avant-garde pieces that combine bold silhouettes with feminine details such as bows and ruffles.

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Akin to “the way a tea bag infuses its rich flavors into water”, Tibaeg is permeated with bold colours, graphic prints, and delicate details that express “tender emotions” in their collections and spark joy.

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Wnderkammer offers simple, minimalistic styles that are effortless as they are unforgettable. A casual yet charismatic cool permeates designer Hye Young Shin’s pieces—think: puff-sleeved dresses with cutouts, easy suits in muted hues, and seemingly basic separates with unexpected details.

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The concept of Beyond Closet is true to its brand name – to offer a selection of pieces that extends beyond just clothes that hang in the wardrobe. This varsity inspired label celebrates individuality and style, offering trendy pieces that is a mix of high school preppiness and funky streetwear. From check shirts to graphic knits and sweaters, Beyond Closet is all about creating comfortable and easy styling pieces.

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Brother-sister duo Chung Chung Lee and Nana Lee—children of renowned designer parents behind the legendary Korean fashion house Lie Sangbong—founded LIE in 2011. The brand was born out of a shared vision to create pieces for the modern woman that echo the elegance and sculptural details of their parents’ label at a more accessible price point.

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For those that love experimenting with a variety of styles, YOUHEE offers a diverse selection of styles from feminine to grunge chic, establishing new trends every season. From the coquette aesthetic to acubi-core, they have almost every aesthetic and trend nailed down with their new pieces every season.

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Embracing the beauty of asymmetry and imperfection, Matin Kim pieces merges precise tailoring with a distinct rough texture. Their collections feature refined pieces with subtle yet striking details.

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Mahagrid’s brand name is inspired from the Indonesian words “Maha”, which translates to greatness, and “grid”, which stands for plaid patterns. Like its Indonesian meaning, Mahagrid’s clothing style is heavily inspired from street culture, aspiring to be the greatest.

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For all the fast fashion enthusiasts, Rest & Recreation is now your go to e-commerce shop for the most trendy pieces straight out of the runways. The designer for the brand speaks of the courageous girl as someone who is never afraid to try on new textures and colours — ideal for those who are looking to invest on unique pieces to add into your closet.

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Goen Jong was born in South Korea but spent many years in France, which seems apparent in the designs for her eponymous brand. Her pieces are feminine and fun yet refined and polish with products ranging from dresses to outerwear, making them staples of a standout wardrobe.

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If you feel like you’ve heard of this brand, it’s because you probably have. KYE is relatively known in the US with their showcases in New York Fashion Week. These KYE pieces are bold and simultaneously wearable. For fashion lovers that love to look well put together without sacrificing comfort, This label is all about it. If celebrities like Rihanna and Kylie Jenner love the brand, you know it’s badass!

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Launched back in 2010 with a sports and streetwear concept, its products are contemporary touches added upon military styles and 1990s sportswear. A brand frequently worn by your favourite K-pop idols such as ENHYPEN and LE SSERAFIM, thisisneverthat is unbeatable for their classic chic logo tee.

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Known for their fresh take on denim, SJYP is the brainchild of husband and wife, Steve Jung and Yoni Pai. Wrap Skirts, Frayed Jeans and patchwork denim jackets are all given avant-garde twists. The best part? You probably won’t be bumping into people wearing the exact same outfit as you.

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This article was first published in Harpers’s Bazaar.

Additional Reporting by Mandy Tan.