Seoul's fashion scene turns over as fast as ever. How do you spot the brands that won't be gone next season? The editors' criteria, plus the Korean brands we can recommend right now.
Korean brands' strengths are speed from planning to release and a mastery of showing themselves on social media. It's also true that many disappear season by season.
The tell is year two
What the editors watch for is a second-year collection that isn't a rehash of the first. UNV. and KURORIIS are steadily widening their material range while protecting the core of their silhouettes - the movement pattern of brands you can stay with.
On WTB you can filter by region to see only Korean brands. Start by browsing the list, and begin with the one piece that catches you.
Get updates on new brands
New brand listings and featured articles, about twice a month.
MORE STORIES
More Stories