Korean streetwear takes the 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.
