The Evolving Fashion Scene in South Korea.
As you know, Korean culture—from fashion to beauty, food, and entertainment—is attracting attention from all over the world. Currently, it seems that new brands are emerging one after another in the Korean fashion scene, all aiming to become central figures in the latest trends.
On the other hand, some fashion industry insiders noted that retail prices for apparel are rising due to soaring costs of raw materials and other factors, leading to a slowdown in consumption among young people. It seems the market is clearly divided: brands that sell well continue to do so, while those that don’t often don’t last even a year. There is a sense that people in their 20s and 30s are seeking high-quality pieces that will last, and some have noted that there aren’t many Korean brands that particularly appeal to those in their 30s and older.
From conversations with visitors to the pop-up and interviews at the three stores, I sensed that while the trending categories aren’t significantly different from those in Japan, there’s a perspective unique to Korea—and even within the same trends, there’s a distinct atmosphere. Sometimes I found myself relating to these perspectives, and other times I made new discoveries through different values. Perhaps it is the accumulation of these small differences that shapes the current South Korean fashion scene. In a country like this, what kind of presence will *Daiwa Pier 39* become?
