Ever since the start of the Hallyu Wave, it's not just K-pop idols and K-dramas that have taken the world by storm. K-fashion has become a global force, too. While the early 2000s saw groups like Girls’ Generation and SHINee leading the charge with bright-coloured skinny jeans, Korean fashion has since adopted a more sophisticated aesthetic with an edge that continues to set global trends. From Minju Kim's fairy tale-inspired designs to Hyein Seo's streetwear style, here's a curated list of brands to shop and upgrade your wardrobe.
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MATIN KIM
Known for its minimalist streetwear style, Matin Kim is where all the “it” girls are shopping at. From outerwear and logo tees to shoes and bags, its pieces are touted to be effortlessly trendy yet comfortable. Launched in 2018, the label quickly became a crowd-favourite, worn by Korean celebrities and the general public alike. The brand’s recent projects include a collaboration with Aespa’s Ningning for their 2025 winter collection.
For more information, visit their website.
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MINJU KIM
Minju Kim invites everyone into her whimsical fairy garden, a space where bold silhouettes meet playful, feminine charm. The brand's signature aesthetic embraces ruffles, delicate lace, and floral prints. If you want to turn up to any event looking like you’ve just stepped out of a fairy tale, Minju Kim is your best bet. While Minju Kim leans toward a more romantic and demure persona, its sister brand PAKUA brings a brighter and more cheerful energy defined by vibrant graphics and logos.
For more information, visit their website.
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GLOWNY
The foundation of every wardrobe rests on exceptional basics. Whether it's a white tee or crisp blouse, Glowny proves that they can also be stylish. If you want to channel Blackpink’s Jennie and achieve that feminine yet cool girl aesthetic, this is the label to explore. Beyond their staple pieces, the brand also embraces fun prints including polka dots, animal motifs, and stripes.
For more information, visit their website.
MARGESHERWOOD
Seen on the likes of Hailey Bieber and actress Kim Jiwon, this 90s-inspired bag brand achieves a perfect harmony of form and function. Founded in 2014, the brand got its name from the character Marge Sherwood in the 1999 movie Talented Mr. Ripley. The brand presents subtle, elegant silhouettes in a range of materials like suede, shearling, and leather. With certain styles echoing luxury pieces like Miu Miu's Beau or Aventure bag, Marge Sherwood offers a stylish, cost-saving alternative to high-end designer labels.
For more information, visit their website.
ANDERSSON BELL
Andersson Bell is defined by its inventive blend of Scandinavian and Korean culture. The result? Collections featuring bold prints, bright colours, and different textures. The label's distinctive aesthetic has made it a favourite among K-pop stars, with pieces frequently spotted on the likes of Aespa's Giselle and Itzy's Yeji during music video shoots and live performances. The designs themselves range from Korea's signature street style like striped tees and jersey tops to more polished looks. The brand continues to expand its reach with collaborations with Levi’s and Asics.
For more information, visit their website.
HYEIN SEO
Where Minju Kim embodies the romantic, Hyein Seo delivers the dystopian chic aesthetic, making it the ideal choice for street and techwear fans. Collections feature utility-driven, experimental pieces like racer mini skirts and bolero jackets. Expect designs with sleek silhouettes, bold cut-outs and muted tones.
For more information, visit their website.
ROCKFISH WEATHERWEAR
If your fashion aesthetic is all coquette core, then Rockfish Weatherwear is your sneakerina shopping haven. Formerly a British brand, before being bought over by a Korean company, the label is most commonly known for its ballet-inspired shoes—available in every colour and design you can probably think of. Seen on celebrities like Jang Wonyoung of IVE and the members of NewJeans, these shoes are perfect to pull off the feminine yet sporty look. Balletcore not really your style? The brand also has a wider selection of boots, mules, and apparel.
For more information, visit their website.