South Korea has no shortage of exports that the world doesn’t already love. Music, movies, beauty, skincare, and food, it wouldn’t be much of a surprise if fashion made that list too. However, homegrown Korean labels fly under the radar…if you’re not paying attention.
If you are, chances are you would notice that the fashion-forward crowd in Seoul weren’t just keeping up with trends but starting them simultaneously. Not just from the certified cool girls of Hongdae, but also from K-dramas and K-pop, who have subtly influenced the fashion scene ever since their pop culture has gone global. That’s why it’s no surprise that the start of the Labubu trend came from Lisa, a K-pop idol.
Within fashion, South Korea has been at the forefront of more trends than you can think of. Before minimalism had its second run in the form of the “Old money aesthetic”, Korean fashion was chock-full of elevated basics and clothing that focused on fabric and form over logos. Similarly, we saw bag trends appear on actors on K-drama screens and on off-duty pictures of K-pop idols way before they hit the mainstream. What they had in common was that they were revivals—Boston bags, bowling bags, East-West styles, and playful 90s and early 2000s trends were being revisited and elevated to fit modern aesthetics while remaining practical. In fact, a lot of what characterises Korean bag brands is their balance between design and practicality. Sculptural motifs, sleek lines, and muted palettes were paired with ample space, elongated handles, and bag clips to prevent the bag from slipping off the shoulders. What’s more, these bags come with minimal branding. With the absence of logos, it’s a true testament to quality and structural integrity over branding; what you see is what you get.
With all that’s said, if you suddenly feel the need to buy a bag from a Korean brand, here are eight to consider:
OSOI
While the name is unfamiliar, the silhouette is all too familiar. Founded in 2016 by Heejin Kang, the Toni Bag by OSOI has previously gone viral, featuring in plenty of party girls’ OOTDs. Whereas K-drama fans would notice their sculptural designs on screens in their Boat Bag, a classic East-West silhouette made fresh in OSOI’s signature sculptural style through the wide clasp.
Margesherwood
Named after the heroine in the 1999 thriller The Talented Mr. Ripley, Margesherwood draws on 90s trends, creating designs that teeter on timelessness and effortless. For the longest time, their Boston Bag was considered the It Girl of bags among the Korean fashion-forward crowd. Their Soft Boston and Hobo are now equally as popular, giving off vintage Prada energy while blending seamlessly with current global bag trends.
Louerve
As far a underrated bag brands go, Louerve is up there. While they don’t have virality to back them up, they have been frequently spotted on the arms of Korean celebrities, from the members of girl group IVE to Girls’ Generation’s Sooyoung. Rooted in French aesthetics and design, their pieces are softly structured with supple leather, giving them a worn look that’s still refined and elegant.
Stand Oil
Another brand that has been frequented on the arms of Korean celebrities. However, unlike Louerve, Stand Oil is marked by its utility, with its bestseller Chubby Bag featuring nifty pockets that can store anything between your Airpods to your keys alongside your everyday staples.
Matin Kim
One of the few brands on this list to feature any sort of in-your-face branding, bags by Matin Kim can be distinguished by their metal plate motif. Almost like a metal signpost announcing the brand, it’s a detail that adds edge to even their most feminine bags, and is part of the charm behind their cult status.
Atelier de LUMEN
Think the The Row without the eyewatering price tag. Chic and minimal, they make for great work bags, especially their Pave Tote Bag.
Koi Mooi
Another brand inspired by the trends of the 90s, however, instead of the effortlessly cool vibe of Margesherwood, KOIMOOI leans towards playful, experimental, and unconventional. Think fringes, studs, and hobos with the added utility of bulky pockets on the sides. Its charm is uniquely Gen Z while simultaneously creating an edgier version of boho chic!
Samo Ondoh
While the pocket bag style is popular among Korean fashion circles, Samo Ondoh’s Pocket Mug is the country’s most high-profile case. Seen on plenty of K-pop idols—from the girls of Aespa to Le Sserafim—it’s a common look on most off-duty fits, proving its versatility and utility, whether that’s travel or simply daily life. Their charms are another cult product, seen on the likes of BLACKPINK’s Jennie and GOT7’s BamBam. While not as intense as a Labubu, the Tokiyom is an unbothered bunny that carries a wit of its own.
