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Category: K-FASHION

  • “Korean Brand TREEMINGBIRD Expands to Japan with Shibuya Debut”

    Korean designer brand TREEMINGBIRD has marked a strong debut in the Japanese market.

    On the 25th, TREEMINGBIRD, an investment brand under HAGO HOUSE, opened its first overseas pop-up store at Shibuya PARCO department store in Tokyo.

    Known for its monochrome normcore style rooted in neutral tones, TREEMINGBIRD has gained global attention and is well recognized as a favorite of K-pop idols such as Jennie, IVE, and TWICE’s Jihyo.

    The Shibuya pop-up marks its first overseas expansion, driven by this global popularity, and immediately drew long queues, creating an “open-run” buzz.

    The store features TREEMINGBIRD’s Fall collection unveiled at the “Tokyo Girls Collection 2025 AW,” alongside bestsellers such as sweat set-ups, off-shoulder knits, and hobo bags. In particular, the damaged sweatpants worn by Jennie—already a hot item—accounted for over 20% of sales, solidifying its hit status in Japan.

    The pop-up also offers special events, including limited gifts based on purchase amount, SNS verification campaigns, and a “one-day manager” program featuring Japanese influencers, delivering visitors a unique shopping experience.

    The pop-up store will run until October 16 on the 4th floor of Shibuya PARCO department store.

  • Celebrities Drive Fashion Trends with Sold-Out Collaborations

    n today’s fashion industry, collaborations between celebrities and brands have emerged as a key driver of trends. Beyond fleeting fads, these partnerships introduce items infused with the individuality and style of celebrities, sparking consumers’ desire for “aesthetic pursuit” shopping.

    According to a report from fashion platform KREAM, Puma’s H.St. OG sneakers worn by Rosé saw saves surge by 7,618%, while searches for ALO sneakers worn by Kendall Jenner skyrocketed 469% in just one day. These examples underscore how celebrity influence directly impacts consumer purchasing decisions.

    Brands are increasingly going beyond using celebrities as models, expanding into collaboration collections where stars take part in the design process. A standout case is the Puma × Rosé collection, where the global artist was involved from concept to design. By reinterpreting Puma’s sportswear heritage with Rosé’s refined sensibility, the collection drew explosive reactions from Gen Z and millennials.

    In particular, the “Speedcat” sneakers, a modern take on Puma’s signature design, sold out in just 30 minutes, creating a “sold-out legend.” Additional pieces, including the ballet-inspired “Speedcat Ballet,” sporty streetwear, and accessories, further demonstrate that celebrity collaborations have become a powerful trigger for consumption in the fashion industry.

  • BTS V Joins Snow Peak Apparel to Showcase Global K-Fashion Trends

    Premium outdoor brand Snow Peak Apparel has unveiled a new pictorial featuring BTS member V, highlighting the fusion of K-pop and fashion on a global stage.

    The collection, themed “Light Yet Lasting Warmth,” focuses on winter essentials such as lightweight down jackets. V showcases a refined look by pairing the jacket with loose-fit pants and a knit zip-up, effortlessly breaking the boundary between everyday life and outdoor style.

    Through this collaboration, Snow Peak Apparel visually captures its philosophy of “everyday naturalism.” With global artist V at the forefront, the collection transcends ordinary outdoor wear, emerging as a global trend item where K-pop and fashion intersect.

    Meanwhile, following his military discharge, V has been actively engaging with fans while also dedicating himself to his upcoming solo album. His photoshoots and music activities are set to deliver a unique cultural experience that blends Korean fashion with K-pop to fans worldwide.

  • Discover 25FW Trends at 29CM’s Fashion Week, From Bohemian to Sporty

    Select shop 29CM is hosting 29 Fashion Week from September 15 to 28, presenting the latest Fall/Winter 25 collections.

    The event features new arrivals from over 400 domestic and international brands, including popular designer labels among women in their 20s and 30s such as Mango Many Please, Monoha, Low Classic, Oor, and Umare. Each day, about 60 brands will unveil new products and steady sellers with special benefits.

    Highlights include a New Product Experience Program offering free trials from 100+ brands, as well as an Nth Reorder Collection showcasing seasonal bestsellers at a glance.

    29CM will also present styling proposals reflecting this year’s FW trends, including mocha-mousse looks, bohemian looks, sporty styles, and work-and-formal outfits.

    Shoppers can enjoy discounts of up to 50,000 KRW and personalized recommendations. In addition, the 29LIVE broadcast series will be expanded to 10 sessions, streaming real-time introductions of new items from popular brands.

  • Seoul Fashion Festa 2025: Trendy Designers and Local Brands Unite at DDP

    The Seoul Metropolitan Government announced on September 9 that the “2025 Seoul Fashion Festa” will be held from September 19 to 21 at Dongdaemun Design Plaza (DDP) Design Street and the Miraero area.

    This is the first B2C (business-to-consumer) fashion festival where Dongdaemun-based merchants and designer brands will meet directly with the public. It is designed not just as a sales event, but as a platform to support brand growth.

    A total of 100 brands will participate, including 50 wholesale merchant brands discovered and supported by the Seoul Fashion Hub, and 50 designer brands supported by Seoul Fashion Hub and Hi Seoul Showroom. Visitors can explore everything from affordably priced domestically made fashion items to the latest trendy pieces from emerging designers.

    The festival will also feature promotions such as roulette events and time-limited sales, along with experiential content like instant four-cut photo booths and personal color analysis.

  • Musinsa’s Beauty Brand “ODD TYPE” Expands into Southeast Asia

    Musinsa’s beauty brand ODD TYPE is entering the Southeast Asian market following its success in Japan.

    Earlier this year, the brand signed a deal with Malaysia’s leading health and beauty store Guardian’s, and last month it launched at two of the country’s largest shopping malls—AEON BIG Ampang and IOI City Mall Putrajaya. Musinsa plans to expand to more than 100 stores across Malaysia by the first half of next year.

    The new outlets carry the full lineup of 28 products, including the Unseen Balloon Tint, So Touchable Water Blush, Unveiled Skin Highlighter, and Unseen Dew Glow Balm. Having an entire brand collection launched at once is rare, seen as a sign of ODD TYPE’s strong concept and product competitiveness being well received in the local market.

    ODD TYPE entered Japan last year, gaining shelf space at Loft, Plaza, and Atcosme, while also expanding online sales via Amazon US and global platform Stylevana. In Korea, it has also grown popular among foreign tourists, with half of the customers at its Seongsu store in the first half of this year being international shoppers.

    Building on its Malaysia launch, Musinsa now aims to speed up expansion into major Southeast Asian markets including Singapore and Thailand.