The Korean fever is at full strength as K-brands from music to tech and food are now part of our daily routines. Fashion on their other hand, is a different ballgame. While the country’s fashion personalities have long been known for their talent in mixing and matching the latest global trends into bold, fashion-forward styles that are uniquely theirs, their labels are harder to find abroad.
With Seoul Fashion Week currently going strong, Net-a-Porter has taken direct inspiration from the city’s thriving street style scene, announcing the launch of Korean Collective, which brings together a curation of exclusive capsule collections by some of the top emerging fashion brands in the region.
“The Korean Collective designers are the perfect balance of bold yet paired back, colourful but tasteful, masculine mixed with feminine,” said Elizabeth von der Goltz, the e-tailer’s global buying director. “There is something unique coming from this youthful culture which is appealing to the global customer – whether it’s the interesting styling, the streetwear trend or the mix of high and low which are all so prevalent on the streets of Seoul.”
Launching first are six exclusive capsule collections (exclusive to Net-a-Porter) by RTW label Pushbutton, Andersson Bell and Le 17 Septembre, jewellery brand 1064 Studio, sneaker label Brandblack, as well as Gu_de which does handbags. There are also other South Korean brands on the site that are worth checking out, such as Low Classic which specialises in tailored pieces; We11done, the in-house line of Seoul-based concept store Rare Market; and footwear label Salondeju.