Right now, there’s so much energy coming out of the Korean fashion scene that keeping up can feel overwhelming. K-pop artists are sitting front row at fashion week. Global luxury houses are staking their presence across the capital with show-stopping flagships. And Frieze Seoul has turned the city into Asia’s hottest art-meets-fashion destination.
Though Korea joined the global fashion stage later than other countries, it has been rapidly making up for lost time. In the early 2000s, offline boutiques carrying overseas brands began captivating Korean consumers, while the influx of fast fashion introduced competitive pricing and trend-driven designs, exposing the vulnerabilities of domestic labels.
Then, in the 2010s, global online jik-gu platforms emerged, making international designer brands readily available to Korean consumers. This gave rise to a new kind of Korean consumer—globally attuned and ready to spend. Over the last decade, we’ve seen yet another shift, and consumers who used to look outside of Korea for luxury clothing are now firmly focused within its own borders. This inward turn has also spotlighted Korea’s agile and efficient production systems. Centered in Seoul but active across the country, local ateliers and factories underpin the precision and quality that define Korean fashion today.
Andersson Bell, which has shown at both Milan and Shanghai Fashion Weeks, reflects how the brand caters to both domestic and global buyers. “K-culture has real influence across film, music, fashion, and beauty,” says creative director Dohun Kim. “Catering to Korea’s demanding consumers made us realize we could compete globally. I’ve also come to see how efficiently Koreans use their time—that’s a strength.”
OSOI’s director, Heejin Kang, notes, “Our international customers seem naturally drawn to that mood.” As for why Korean brands have broken out globally, she explains: “Korean brands have a fast-paced yet detail-driven DNA. It’s about staying current while shaping your own visual language. These days, it’s not about chasing trends—it’s about how you interpret them.”
This lineup of more than 28 Korean brands carried by RUHAH is a testament to how the market has expanded. The world of Korean clothing brands is rich and multifaceted, from ready-to-wear labels like Wooyoungmi and Juun. J, who has been in the industry for more than 20 years and has made their mark on the Paris Fashion Week schedule, to rising brands setting trends in techwear and gorpcore like POST ARCHIVE FACTION or Xlim.
ADER ERROR
Founded: 2014
City: Seoul
Instagram: @ader_error
RUHAH says: Among the best-known Korean clothing brands, ADER Error has devised a distinctive aesthetic based around primary colors and heavy use of logos. The anonymous collective is made up of graphic designers, illustrators, architects, and more, which explains the broad spectrum of inspirations and perfect execution.
AMOMENTO
By: Hyunji Nam and Alek Rose
Date: July 23, 2025
Top Image: Andersson Bell
RUHAH says: AMOMENTO is a refreshingly simple proposition in 2023. Focusing closely on silhouette, color, and texture, the label’s collections are easy to wear and straight to the point. Spanning accessories and women’s ready-to-wear, AMOMENTO is an easy way to introduce a Korean label into your daily looks.