In today’s modern world, Korea is globally known for its fashion trends. The fashion surrounding the K-pop and K-entertainment industries have received international attention. Fans loved IU’s dresses in Hotel Del Luna, and the debut of New Jeans in 2022 marked a significant shift in K-pop fashion. So, where and how did Korea begin the climb to the fashion market?
In the nineteenth century, most Koreans were wearing hanbok, traditional Korean clothing, made up of blouses, along with skirts for the women and wide-leg pants for the men. Poor Koreans wore white hemp hanbok and white or black pointed shoes, while the wealthy wore vibrant silk hanbok with a beautiful pendant attached to the blouse by a thin, colorful string, along with flower-embroidered pointed shoes. But with the advent of Europeans and Americans into Korea, Western fashion also entered the country. During this time, the Japanese government had colonized Korea, and as Japan promoted westernization, the same foreign cultures were brought into Korea. While the men of rich households mostly wore suits, coats, and hats, many women stayed in their traditional hanbok. However, there were still Korean women who completely changed their clothes to fit the flapper fashion that was popular in the West. Thus, Westernization vastly changed Korean fashion, making the transition from traditional to modern.
Post World War Two, Korea followed America’s fashion trends, with crimped hairstyles, brighter shades of makeup, and the rise in popularity of the swimsuit. Different markets set up their own fashion lines, and the first Korean fashion designer, Nora Noh, rose to fame and gave women a heightened taste for feminine beauty. Progressing into the 1960’s, miniskirts and wool products came into fashion, promoting natural and economical materials. In the 1970’s, Korea saw a huge shift from a focus on the designer for trends to the consumer. People started looking for ways to make fashionable items more accessible, through department stores and malls. At the same time, Korea was held under the grasp of Park Chung-hee, a leader who sought after more conservative values. In the context of fashion, for example, the miniskirts of many girls were measured by police patrols in the streets. In protest of the harsh environment, the miniskirts became even shorter, the colors even more vibrant, the styles even more punk, the accessories even more big and bold. During such times, clothes were not just a style choice; they were also a statement of identity of values.
The 1980’s in Korea brought jeans, sweatshirts, and t-shirts into style, not too different to American trends at the same time. Around the same period, more and more Korean women were entering the workforce, so work fashion for women became another focus during this decade. Stepping into the 1990’s and going forward, K-pop exploded with popularity due to groups like Seo Tae-ji and Boys, BTS, and BLACKPINK. The combined look of grungy street-style with designer brands on stage captured the attention of domestic and international fans. Many Korean idols and actors also became models and ambassadors from certain designer brands. For example, CELINE invited K-pop stars V and LISA and actor Park Bogum to Paris Fashion Week in 2022. K-pop also brought on the return of hanbok, in a more modernized, elegant style. The blouses that were longer were cropped, and fun designs were printed on the monocolor fabrics.
All in all, Korean entertainment industries have hugely impacted what is known as “Korean fashion” today. Due to the social culture, many Koreans will avoid bright colors that attract attention, but there are many who avoid this pressure and push for the styles they truly enjoy. The most popular brands that the average Korean wears are Marithe Francois Girbaud, Mardi Mercredi, Covernat, Maison Marais, Gentle Monster, and Andersson Bell. Today, many Westerners search out these brands to wear themselves or sell online. It is interesting to see that a long time ago, Korea made the shift from the traditional Korean hanbok. Now, many people from all around the world look for styles not only from New York City, Paris, or London, but also from cities like Seoul.
