“A middle class demographic has been forming over a few years … in this instance, the price tag becomes more important, as it becomes less about how cheap did you get it for, but more how much you paid to own an authentic item, which of course is a statement of one’s wealth.”. Exit the too-cropped model, the oversized style and the outright color-block, the winter 2020 down jacket … “In our store, Ienki Ienki sold out straight away in its first season,” says Rare Market’s Kim. [It] starts with the middle school and high school uniform culture of Korea; students who wear the same clothing all the time began to wear padded jackets,” says Mo Kim, general director of the multi-brand concept store Rare Market. It has in turn led to a hugely popular phrase among young people in South Korea, which is “hell joseon (헬조선),” roughly translating as “Korea is close to hell and a hopeless society.”. “It’s a syndrome phenomenon beyond fashion. Similar to Japan, there are ancient codes of social hierarchies that determine a lot in Korean life. “Many parents here teach their children … that by not standing out too much in a group, they’ll be safe,” says Kuho. Theme By. “It’s why Koreans tend to look alike. The 90s retro puffer jacket trend just upgraded to another level, the K-POP stars are all wearing the long puffer jacket and the K-Pop fans are seeing it as the great trend of this fall! Press ESC to cancel. South Korea restricts operations of restaurants and cafes in Seoul. For instance, a pair of jeans, a college sweater, boots and the puffer jacket = you’re good to go! Allurerage A really big trend this season is the puffer jacket! How did Korea’s wine business do this year? Rampdiary, They are indeed! Brands such as The North Face, K2, Descente, D-Antidote, Youser, This is Never That and Ienki Ienki have also been popular with Korean shoppers. Ohhh so cozy!! The puffer jackets 2020 are all about that warm, voluminous and cozy style. Xx, You know what? The type of puffer jacket someone chooses to wear is important. The Korean long puffer jacket craze is on! SEE ALSO : Is Korea’s retail sector future-proof? Today, the Ukrainian outerwear label is stocked in 315 stores across 30 countries — in Seoul, it can be found in 10 Corso Como, Rare Market, Breaker, Boon the Shop, Cherbebe and Space Mue. Yes, we'll still be wearing our puffer jackets this winter... but in a new way. A pair of jeans, a black top, a puffer jacket and you have a look! They’re so chic and cozy. The oversized green puffer jacket is well styled with the patent leather leggings, the boots and the matching bag. Launched in 2016 by Kiev-based Dmitriy Ievenko, who also co-founded Asthik Group, one of Ukraine’s fastest growing luxury retail companies, Ienki Ienki’s down jackets begin at around $700 and go up to $1,500. Shanghai crowned most expensive city for luxury jewellery in Asia, Japan’s millennials are embracing 3rd wave Korean boom. The brand launched in 2014 and today has over 35 stockists worldwide. Get our top stories delivered to your inbox: (function(){var e=document.createElement('script');e.type='text/javascript';e.async=true;e.src=('https:'==document.location.protocol? “It’s interesting because Koreans buy puffer jackets to fit in, but also to stand out and differentiate [themselves],” says Kim. The denim and sneaker combination is so good. While the Pyeongchang Winter Olympics this Feburary helped boost the recent trend for puffers, it is also a cultural issue with meaning that goes far deeper. I’ve never had one puffy jacket, well I used to have many when I was a kid but now I feel I can not fit them into my style…. It’s an interesting trend indeed! So cozy and so glad they are back in style. After Suzy Bae, Super Junior wore the jackets … “You see celebrities on TV shows; when they’re shooting outside it’s very cold and they have to stay outside for a long time, so they wear these puffers and it becomes a big trend,” says Jung Kuho, executive director of Seoul Fashion Week. Many Koreans are willing to spend on a brand name because of its perceived value, says art director Gary Bradnick, who has spent a lot of time in the country. SEE ALSO: Japan’s millennials are embracing 3rd wave Korean boom. SEE ALSO : Canada Goose announces long-term growth strategy in China. The puffer jackets have also been done in red, yellow, blue and pink! Mine is oversized and black and it’s super warm. Xx, Never really tried wearing a puffer jacket but these are so well styled. The puffer jacket is a must if you want to work that casual chic look! The popularity of streetwear and street brands has led to increased customer demand for [puffers] in Korea.”. “My nephew is 13 and he really wants a long puffer jacket this winter. The fifth look is also a good one and a great example of how this trend can be done on an easy level. While the country has often been championed as an economic success story, thanks to the global popularity of South Korean culture known as hallyu, income equality in Korea is the worst in the Asia-Pacific region, according to a 2016 report by the International Monetary Fund, dispelling the myth that everyone here is affluent, when in fact, there is a system of hidden social strata and wider income disparity issues that are not noticed from a cursory trip to the capital city. Read more trend alert articles here, or why not a full trend report for 2020 here? 'https':'http')+'://btn.createsend1.com/js/sb.min.js?v=3';e.className='createsend-script';var s=document.getElementsByTagName('script')[0];s.parentNode.insertBefore(e,s);})(); In October, a group of Italian entrepreneurs in conjunction with international speakers have gathered in Parma (Italy) to discuss how to make sustaina…. It is similar to how consumers in need of status use loud luxury goods to signal to the less affluent that they are not one of them. Earlier this year, rap overtook rock as the biggest music genre in the US for the first time. They’re useful for winter activities as they’re warm and are also rather functional in their design. But, the jacket is more than just a piece of practical cold-weather wear; it’s a vital fashion statement that has become a marker of class divide. I wouldn’t work the jacket with too elegant pieces though, such as lace. LOVE these brighter versions! Xx. While the length is standard, the designs are varied — from short bomber jackets that were popular in the 1980s and 1990s to more lightweight styles that can be cinched at the waist with a belt or tie. Love that they’ve made a comeback! While change is afoot — President Moon Jae-in was elected on a wave of outrage over this growing inequality and has begun work to reverse the trend — the fact of the matter is, “every teenager I know has at least one puffer jacket,” says Hong. Some parents are even said to have bought their children expensive puffer coats to boost their self-esteem, but merely end up competing with other parents. How did South Korea’s retail industry do in July? Hip-hop and associated visual representations have recently exploded into Asia’s mainstream, prompting a hip-hop-influenced, high-end streetwear obsession. The puffer jackets are characterized by their padded style. The second outfit is also a gem with the pale yellow jacket, the skirt and the matching boots! They’re also commonly knowsn as down jackets (because of the use of down feathers, but there are lots of vegan versions out there too!). I also think they’re quite fun to pair with floral midi skirts and dresses as they contrast each other quite well. People here love to follow trends, whichever way it goes, and a majority of people go after the same thing: they go to the same restaurants, listen to the same music.”, “There is a tendency for people here to follow key trends en masse,” agrees Caroline Kim, chief operating officer of Solid Corporation, an export-trading company in Seoul, but also added that “apart from the obvious reason of freezing temperatures during the winter, Koreans are generally very influenced by global trends. I’ve said it before but I might as well say it again: matching your skirt/high boots is a genius fashion move. Yet, a wealth gap, driven largely by wage disparity and differing levels of access to education, has opened up. So chic with the voluminous, easy, style! Love the red puffer jacket in the third look. Love the voluminous style! “Each season, our orders in Korea rise about 20 percent,” founder Ievenko adds. Such a good statement! According to local media, the puffer jacket fad has caused problems in schools like theft, aggressive bullying, counterfeiting and money extortion. Now, it’s starting to take over airwaves in South Korea, even though the country is better known for its monumental K-pop scene. Millennials, Gen Z to make up more than half of luxury sales in 2025, MINISO opens 100th physical store in November, Amorepacific to invest in beauty content producer Dmil, Shake Shack opens store in Daejeon, Korea, EXCLUSIVE INTERVIEW with Edrington: The Macallan’s plans for Asia, China’s Happay inks US$10 million injection from Australian investment firm. Korean model Irene Kim wearing an Ienki Ienki puffer jacket “There is a tendency for people here to follow key trends en masse ,” agrees Caroline Kim, chief operating officer of Solid … The jackets are great if you want to combine staying warm and fashionable – a combination I can’t get enough of these days.