The Korean fashion scene has been exploding globally, but beyond the familiar names lies a new wave of brands carving their path with effortless cool. One name that’s quickly capturing the spotlight among trend-savvy insiders is SATUR. This Seoul-born label channels the peace, warmth, and freedom of a perfect Saturday. If you haven’t heard of SATUR yet, it’s time to get familiar. Launched in 2020, SATUR is more than just another trendy brand—it’s a lifestyle. Its core slogan, “Gift Yourself a Saturday,” isn’t just poetic branding—it’s a creative north star that defines every collection, campaign, and detail. Here’s why SATUR…
Author: Korean Fashion Magazine Editorial Team
Ever wonder why serious athletes immediately change into different shoes after a workout? They’re not being extra. They’re recovering. Recovery shoes are engineered to help your body bounce back, and now, the K-fashion brand MUSINSA STANDARD is making them better-looking, more affordable, and worth your time. Even better: they’re on sale right now for up to 30% off. If you are looking for a new pair of recovery shoes or just cool-looking summer shoes, here’s why MUSINSA STANDARD recovery shoes are the sleeper hit you need in your rotation and why they beat out brands like Nike and Merrell in…
Korean cafes have always been vibrant, design-driven, and trend-sensitive—but now, fashion brands are reshaping it entirely. No longer just a place to sip a latte, the Korean cafes are becoming runways of their own, where retail meets espresso and where brands extend their lifestyle narratives beyond clothes and into culture. From Zara’s newest cafe in Myeongdong to Golden Goose’s hybrid sneaker cafe in Hannam, global fashion houses are embracing the Korean cafes as a strategic extension of their brand. With Seoul’s youth-driven aesthetic, international visitor boom, and cafe-going culture that’s woven into daily life, it’s no wonder brands are stepping…
Korean streetwear mainstay thisisneverthat is back with another buzz-worthy collaboration—this time teaming up with Japanese cult favorite SUICOKE to rework what a summer slide should look and feel like. Meet the TNT-DECO-Cab, a stripped-down, suede-up remix of SUICOKE’s iconic MOTO-Cab silhouette. Launching globally on June 20, 2025, their drop isn’t just a sandal—it’s a refined flex. Think premium materials, clean lines, and a less-is-more aesthetic that still turns heads. Whether you’re deep in the thisisneverthat camp or just now catching the SUICOKE wave, this drop nails that balance of streetwear superb and everyday comfort. 1. A Minimalist Take on a…
When it comes to trendsetting, South Korea doesn’t play safe; and nowhere is that more obvious than in its latest fashion collabs. In 2025, the boundary-pushing mashups between food and fashion are redefining lifestyle branding, turning snacks into collectibles and sportswear into mealtime statements. From limited-edition chips in streetwear fits to ramen-shaped accessories and protein drinks with runway appeal, these fashion collabs are more than gimmicks—they’re culture-defining moments that blur the lines between what we eat and what we wear. Whether you’re traveling to Korea, plugged into K-pop style, or just obsessed with the latest fashion collabs, here are three…
South Korea’s fashion industry just got its next major player—and it’s not a clothing label. ATIISU, the new Korean hat brand launched by Gentle Monster’s parent company iAi Combine, is poised to become the next must-know name in K-fashion. With a flagship store now open in Sinsa-dong, Gangnam, and a disruptive vision for the Korean hat category, ATIISU is shaping up to be more than a spin-off—it’s a statement. Korean Hats Meet The Gentle Monster Blueprint If you know Gentle Monster, you know their formula: niche category, high-concept design, and massive influencer clout. After eyewear (Gentle Monster), beauty (Tamburins), and…
Pop-Up Culture in South Korea: June 2025 Edition South Korea’s obsession with pop-up stores isn’t slowing down. These temporary, high-impact retail events offer more than just merch—they’re full-on experiences. For June 2025, the lineup features everything from retro anime nostalgia and trendy soju lounges to a K-pop fan haven. Whether you’re into quirky art, fandom culture, or immersive brand storytelling, there’s a pop-up waiting for you. Here are five you won’t want to miss. 1. Zeroni Home Party Pop-Up If K-pop merch and aesthetic party vibes are your thing, zeroni’s Home Party Pop-Up in Hongdae should be your first stop.…
Chef Ahn Yu Seong, a renowned master of Japanese cuisine in South Korea, recently gained the spotlight for his culinary skills and impeccable fashion sense on the popular Netflix series Culinary Class Wars. Known for serving top political figures, including South Korean presidents, Chef Ahn impressed viewers with his unique style and high-end wardrobe. In this post, we explore the standout fashion items that Chef Ahn wore on the show. 1. Chrome Hearts Deep II Rimless Silver Black Glasses One of Chef Ahn’s most eye-catching accessories was his Chrome Hearts glasses. Chrome Hearts, a brand known for its bold gothic…
This fall, Everland Theme Park in South Korea has teamed up with Netflix to create the most thrilling pop-up event of the season: Blood City 8. From September to November 2024, this immersive experience brings your favorite Netflix shows, like “All of Us Are Dead” and “Stranger Things,” to life in ways that will leave you amazed. Here are five exciting ways you can enjoy your Netflix’s Blood City 8 pop-up event at Everland now: 1. Immerse Yourself in the World of “All of Us Are Dead” Step into Hyosan High School, where a zombie outbreak has transformed everyday students…
South Korea continues to dazzle with its ever-evolving beauty and fashion scene, and one of the most exciting trends in recent years has been the rise of pop-up stores. These temporary retail spaces offer exclusive and time-limited shopping experiences, allowing consumers to discover new brands, products, and collaborations. For September 2024, we’ve rounded up seven must-visit K-beauty and fashion pop-up stores in South Korea. From skincare innovations to streetwear collaborations, these pop-ups will keep trendsetters and beauty enthusiasts busy all month! What Are Pop-Up Stores? Pop-up stores are temporary retail locations open for a limited time to showcase a brand…
