5 Labels We Can't Wait To See At Seoul Fashion Week

We have a lot to thank South Korea for. They gave us kimchi, mung bean pancakes and bibimbap. They invented K Pop. This year they hosted the Lycra Olympics (Winter Olympics), and so far it's been smoother than Mirai Nagasu’s monumental landing of a triple axel. Yes queen. And of course, we must extend our gratitude to those South Korean fashion designers, both established and up-and-coming, for their tireless work in the sport of making cool clothes. 

Seoul Fashion Week is happening next month, and although there is considerably less sweat involved than the Olympics, success can likewise only be won through blood, sweat and tears. Seoul and streetwear go together like kimchi and spice, and we are already readying our palates for the tasty designer offerings come March 19 to 24. Here are the five labels we cannot wait to see.

 

87MM

Images via 87mm.co.kr

87MM epitomises wearable fashion, going by the motto “no concept, but good sense.” The brand was created by models Wonjoong Kim and Jiwoon Park, who were tired of the over-the-top styles they had been dressed in on the runway. 87MM steers clear of fast-fashion mediocrity, instead creating truly timeless pieces. Tailored and relaxed-fitting pants and jackets, logo tees, classic coats and duffles are staples. This brand ventures into different realms of color and pattern each season, but monochrome and neutral palettes are its strong set.

 

Junn.J

Images via juunj.com

Juun.J also puts wearability the forefront of its design process. Its Fall/Winter 2018 men's and women's co-presentation was an effortlessly cool mix of parkas, hoodies and asymmetrical skirts, in a perfect palette of black, white, olive, navy, red and neon. A hit of plaid was thrown in for good measure. It was the kind of collection you’d be willing to trade your entire current wardrobe for, so you can remodel yourself as the “oh this, yeah I just threw it on, whatever” kind of girl. 

 

PushBUTTON

Images via pushbutton.co.kr

PushBUTTON offers a slightly more preppy understanding of street style with pinstripes and neckties in pastel shades, mixed with hoodies, bombers and crop tops. Its Spring 2018 collection felt like a bag of pastel candies, with a few salty peanuts thrown in. The brand has struck the balance of being pretty but not overly sweet. Oh, and they made a gold trench coat. We know what we’ll be wearing to the supermarket next time we run out of milk. 

 

J Koo

Images via studiojkoo.com

J Koo has established itself as a South Korean fashion powerhouse since its inception in 2010. Spring/Summer 2018 provided that much-needed fashion week fairy tale moment, with pink crepe de Chine floating down the runway. But to counteract the whimsy, designers Jinwoo Choi and Yeonjoo Koo added lace hooded tops for some dark romance. Their classic polo tops were extended with a soft panel, adding elegance to a sportswear staple. 

 

Charm’s

Images via store-charms.com

Charm’s is the answer to the question: what do cool kids wear in South Korea? Charm’s is known predominantly for its cult logo streetwear. Its Fall 2016 collection was littered with military hues, strong silhouettes and classic Charm’s sweatshirts. Spring 2017 was less conceptual, instead focusing on the brand's story and design juxtapositions. Embroidered pink gowns were paired with faux-leather bum bags and sweet tea dresses with logomania. 

Which designers will you be looking out for at Seoul Fashion Week? Let us know in the comments.

 

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