Seoul haute couture is waiting for you

GREEDILOUS is the Seoul label of designer Younhee Park, recognised for bold prints and assertive silhouettes. The house has presented a collection every season since 2021, and garments are produced one-to-one on a made-to-order basis in small runs.

JULYCOLUMN is a Seoul boutique label devoted to circular design: forgotten deadstock fabrics, scraps, and unsold garments are reworked into new pieces, alongside traditional techniques on the brink of extinction. Every garment is made in-house at the Cheongdam-dong atelier — from pattern-making and sewing to handcraft and packaging — in small runs of roughly three to ten pieces per style.

MMAM is a Seoul label making wearable art-wear through structural layering. Its signature pieces invert familiar garment patterns — trousers reversed into skirts and jacket backs, origami folds worn as if backwards — in relaxed, often genderless silhouettes.

The label has shown collections from 2021 F/W through 2026 S/S.

RE RHEE — "finding myself again", from designer Junbok Rhee's family name — is a Seoul label launched in 2019 by the Central Saint Martins-trained designer together with Hyunjung Joo. A regular on the Seoul Fashion Week runway (2024 FW through 2026 SS), the house builds refined, quietly luxurious womenswear around drape, precise tailoring and restrained trend.

CAHIERS is a Seoul womenswear label led by designer Ahyoung Kim, a Seoul Fashion Week name (2024 and 2025 S/S) that has also shown in New York. The house proposes elegant silhouettes and couture-minded details — jabot frills, organza ribbons, sculptural capes — in a feminine, luxurious register.

EENK is the Seoul label of designer Hyemee Lee, whose lifelong fascination with type, print and books shaped its identity — the name is a play on 'ink', drawn from the recurring letter E in LEE HYEMEE. Collections unfold through the Letter Project, an A-to-Z sequence of season concepts that began with accessories such as B for Beanie, made its ready-to-wear debut with K for Knit at Seoul Fashion Week's Generation Next in FW18, and has staged six runway shows during Paris Fashion Week since FW22.

Season after season, the house reinterprets Korean aesthetics with a contemporary sensibility.

PARTsPARTs was launched in 2011 by designer Sun-ok Lim, who founded Ego Design Studio in 1998 and debuted at the millennium, as her answer to fashion's structures of excess and waste. The label operates as one system — a single original material (Neopoly), seamless construction and zero-waste pattern logic — so that sustainability is not an added value but the brand's basic operating condition.

Y.SO.CEREALZ (Why So Cerealz?) is a Seoul street label operated by TG&Co. under Kitae Son, with a showroom on Jahamun-ro in Jongno.

Taking off from the biblical parable of the buried talent, its message is that mistakes are not failure but a step toward success — so hey, why so serious? The brand showed at Seoul Fashion Week for the 2024 S/S and F/W seasons and releases collaborations with artists such as Mothfly, Chanan and Inkyoung.

Andersson Bell launched in Seoul in 2014 under designer Dohun Kim, reinterpreting Scandinavian moods from a Korean point of view — the name joins the Swedish surname Andersson to the Korean temple bell. Today the label blends cultural references across menswear and womenswear, and showed at Seoul Fashion Week for 2026 S/S.

GAZE DE LIN is a Seoul label with a seasonal collection archive running from 2015 F/W to 2026 S/S, and a 2025 F/W Seoul Fashion Week participant. Its online shop carries GDeL, the sustainable line launched in 2023 that embraces diversity beyond era and gender under the idea of 'the minimum for everyone', using a paper-draping technique to maximise ergonomic fit while minimising fabric waste.

HEEYONGHEE is the Seoul designer brand of Heeyong Hee (희용희); HEEYONGHeE STUDIO develops its ready-to-wear directly from her runway collections — most recently 'Tender Mismatch', shown in Milan for SS26, following a New York Fashion Week FW23 show and Seoul Fashion Week participation. Signature codes run from burnt, distressed textures, precise gathering and asymmetric draping to heart-logo objects, alongside a made-to-measure atelier service for the silk dress line.

MAN.G STU:DIO is the Seoul label of artist-designer Jiman Kim (Man.G), relaunched from his decade-old Graphiste Man.G and first shown at Seoul Fashion Week 2025 S/S. Working between fashion and contemporary art, the studio builds each collection around original artwork — wearable art in black, gray and khaki that mixes tailored and street moods.

NEWWAVEBoys is a unisex designer brand whose name means "boys creating new waves", developing a new concept each season from the designer's free experimentation. Starting from the deconstruction and reinterpretation of traditional tailoring, the brand now explores fluid structures and new silhouettes through draping, and showed at Seoul Fashion Week 2026 S/S.

THELOOM is a Seoul atelier label founded in 2017 and selected for the 2026 S/S season of Seoul Fashion Week. It makes quietly tailored garments for those who move through a fast, complex world at their own pace — clothes faithful to the wearer’s taste rather than to trends.

ANNEHEARTS is a contemporary Seoul womenswear brand proposing emotional graphics and balanced silhouettes under the slogan "modern vintage that wears emotion". Vintage-minded muse illustrations by artist Jeong Kyung-mi — the French Muse, the 1994 archive girl — are printed and embroidered onto premium-cotton tees, sweatshirts, knits and easy daily wear, all made in Korea.

Atelier Edition is a Seoul women’s label based in Gangnam. In its own words, it insists on materials whose value does not fade however long a piece is kept, brings a new mood each season, and builds its collections around “clothes that grow more valuable with time”.

Its pieces carry hand-finished detail — beaded flowers, hand-beaded logos and lace trims.

Founded in Seoul by London-trained designer Bonbom Cho, BONBOM runs strict British tailoring through the codes of high-end youth culture and sport. Structured blazers and corset-detail tops are the house signatures, each cut with an exacting, sculpted fit.

CHRISTINE PROJECT is a Korean bag label shaped by a designer who came from the kitchen. Its Two Zipper Bag began while director Christine Lee was working as a chef: a bag split into two sections, to keep the uniform apart from personal belongings.

That idea became the brand’s signature line. The bags are light and practical, cut largely in vegan leather, and made in Korea in small batches.

Dressing is expression; enjoying is an attitude. A "dilettante" is a person who enjoys — and DILETTANTISME, the Seoul label led by designer Jiyoung Park, creates contemporary casual womenswear inspired by music, art and feeling alive.

Not just clothes to wear, but clothes to live in and make your own: you don't have to be perfect, just true to what you enjoy. This is for the dilettantes of now.

DUNST makes contemporary fashion for women and men — refined tailoring, elevated essentials and timeless seasonal collections.

ÉÉ is the label of NOUVMARÉE, a clothing company based in Seongsu-dong, Seoul.

FFFPOSTALSERVICE is a Korean garment label and an ongoing study of uniform, environment and identity. Drawing on military systems, industrial design, underground subculture and cinematic worldbuilding, it builds garments for form, movement and longevity — technical construction beside washed fabrics, natural fibres and custom hardware made to age with wear, meant to become part of a personal uniform.

Unisex contemporary label by Seoul duo Kyungho Choi and Hyunhee Song, shown at Seoul Fashion Week. HOLY NUMBER 7 works in witty text graphics and mix-and-match tailoring — dress-up jackets and transformed classics.

KICHÉLEEHÉ is the womenswear label of Min Kyung Kim, who works between New York and Seoul and graduated from Parsons School of Design in 2017. She leaves one good-mood mark on every piece: a butterfly logo drawn from red hearts, pockets cut as hearts and waves, and a signature collar whose two sides do not match.

The brand's own line is COLOR YOUR DAY. No difficult concepts — just one thing to find on each garment.

LEHA is a Seoul women’s label based in Cheongdam-dong. In its own words, it pursues sustainable fashion and builds timeless collections on classic, clean silhouettes — tailored outerwear, fine knitwear and leather bags.

MISEKISEOUL is a Seoul label with women’s and men’s lines. Its 26FW collection is a collaboration with REI — REI X MISEKISEOUL — built in black, charcoal, grey and white around asymmetric drapes, layered plackets and button details.

MONOHA is a Seoul label that describes itself as made together with everyone who wants to find the beauty of empty space in their own life. Alongside its clothing and bags it presents the work of craft artists in clay, wood, glass, metal and fibre.

Its flagship store is in Hannam-dong, with further stores in Seongsu and Seochon.

NOCONTENT is a Seoul team that makes clothes, along with many other things it finds fun. It likes imagining things that are a little odd and quirky, believing imagination needs no fixed rules — from T-shirts and knitwear to bags, and even curtains, everything is made with care in spaces the team truly cherishes.

NOTHINGEVERYTHING is a Seoul label built on the diversity of materials. It started from the idea that the little things casually overlooked as nothing can inspire everything.

Against a careful way of working, its pieces keep rough, ragged details that make them look less structured and less restrictive.

OFC — Own Feature Colour — is a Seoul womenswear label based in Sindang-dong whose line reads “Simple Yet Unordinary”. In its own words, it takes “Manlike” and “Effortless vintage” as its most important themes and completes each collection with clothes whose value lies in detail and silhouette, with a woman of care-free philosophy as its muse.

PLASTIC PRODUCT is a Seoul label whose clothing line is MPa — Mass-Produced articles. It presents its work as utility wear seen through a different lens: the Protection Series takes structural details from protective gear apart and rebuilds them into everyday garments.

The brand also questions the unease around logos worn up front, arguing that quietness is not the only virtue in good clothing.

RECTO is a Seoul label with women’s and men’s lines and a flagship store in Hannam-dong. Its collections sit on clean tailoring and soft leather goods, led by the Singular bag line and a run of signature pieces the house reissues season after season.

THEILMA takes its name from ilma, the Finnish word for air — an unseen yet pervasive presence the brand reads as fluidity and inclusivity. In its own words, it works through deconstructivist design, intricate pattern development and innovative material treatments, from a perspective beyond the constructs of time and gender, with close attention to detail and a considered approach to sustainability.

UL:KIN is the Seoul label of designer Seongdong Lee, built on 'artistic sustainability': discarded painting canvases and leather are upcycled into high fashion. Deconstructed tailoring meets works by emerging artists, and the house has shown at New York and Paris fashion weeks.

VEGAN TIGER is Korea's first vegan fashion brand, founded on the slogan CRUELTY FREE to end the suffering of fur animals and to widen what a shopper can choose from. It uses no fur and no material produced by exploiting a life, weaving and selecting sustainable alternatives instead.

The name is a deliberate contradiction — a tiger that eats vegetables — and the house works the same way, pushing past the limits of vegan fashion through its own art-work and a mix-match of material and colour: basic silhouettes and patterns carrying bold colour, and messages about life told wittily rather than solemnly. A share of the proceeds is turned into support for vegan festivals and for animal and environmental campaigns.

A Seoul designer label seasoned on the Milan Fashion Week runway and in Paris showrooms. YOUSER dissolves the border between deconstructed streetwear and high-end tailoring through surrealist graphics and bold cut lines — colliding heritage cloths like hand-woven Harris Tweed with Japanese denim inside a single garment.