BTS wore what?! Where can I buy it too?

Welcome back!

Last Sunday, May 5th, I got to go to Seoul Fashion Festival 2019. There were fashion brands presenting their new lines down the runway, artists performing their sets, and DJs keeping things groovy in between. In light of this recent event, I wanted to talk about Korean fashion trends, how K-pop influences these trends, and where I shop to stay up to speed with these trends. 

K-Pop Influence on Fashion Trends

It's not just in South Korea, fashion trends all over the world are being shaped by what K-pop stars like BTS and Blackpink are wearing. Fans are wearing the same designers as their favorite K-pop starts according to Lyst, a fashion search engine. They also identify K-pop stars as major-fashion influencers. Some of the most odd items become must haves after they are seen on K-pop stars. For example, would you think of wearing a campaign T-shirt from Rev. Jesse Jackson's failed presidential run from 1988? Me either. This item became a must have in South Korea after rapper Moonbyul of Mamamoo wore it. An explanation for this may be that since fans cannot get to know their favorite stars personally, they buy and wear the same items as a way to feel closer to them. Do you think that what you wear is influenced by your favorite artists or celebrities?

Fashion lines even embracing K-pop and taking advantage of this fact. Celebrities are often hired for photoshoots or are paid to wear certain brands as a way to make more money. I noticed that BTS is sponsored by Puma. They participate in photoshoots and can often be seen wearing Puma products in their videos that they release. It is a great way to increase their sales and popularity considering fans are more likely to buy their products if they see their favorite idol wearing the same thing. 

Seoul Loves Fashion

In the time that I have been in South Korea, I have seen Seoul Fashion Week going on and attended Seoul Fashion Festival. Both events are widely attended and enjoyed by locals enthused with up-and-coming designers and alternative fashion ideas. Seoul is the place to be for emerging designers and streetwear labels. South Korean fashion is often compared to Japan in the 90s with an attention grabbing aesthetic that screams, "Look at me!". South Korea is one of the leading Asian countries in terms of fashion and are considered to be more open to experimental fashion ideas. They have to be in order to be seen as authentic and fresh. 

I definitely saw this at the Seoul Fashion Festival. Most people were dressed in normal streetwear fashion considering the vibe of the event was R&B and EDM. What I saw on the runway was way different! People like to joke that fashion today looks like it could have been picked out of the trash or put together by a five year old, but I did see some outfits that made me feel this way. I was not a fan of every show that I saw, but even if I did not like the outfits I could still pick out individual items that I would wear. I love fashion because there is something for everyone! Especially in South Korea. Even if you can't afford these designer brand showcasing their lines, you could still go to places like Dongdaemun or Ewha and find something similar or inspired by your favorite brands. More on this below...

Streetwear brand D-Antidote with SOMDEF. My favorite show of the night.  

Seoul Fashion Festival 2019 schedule of shows, DJs, and artists. 

Dongdaemun

Dongdaemun is a district in Seoul known for affordable fashion. If your ask a local where to go to shop, they will say Dongdaemun. The subway drops you off at the Dongdaemun History and Culture park museum which is across the street from the apMWholesale market. I saw wholesale and thought their would be good deals, but it was not affordable for me... It was still my favorite place to look around because there were unique, trendy, and beautiful items from local designers! I went to explore outside and had a lot of fun because there is a large variety of street food and clothing vendors as well as lots of people walking around at all hours of the day. What they sell on the street is usually much more affordable. The video below is from 2014, but I still found all of the information to be relevant and accurate based on my experience in the area. 

Dongdaemun is one of the many places to buy knock-off items as well. Hermes belts, Louis Vuitton handbags, Gucci and Off-White everything. South Korea is a country known for counterfeit items. Personally, I can't comment on the illegal distribution of intellectual property, but from what I have seen, the rules regarding copywrite infringement are vague and often broken. 

I asked a local student from Korea University what they thought of South Korea's counterfeit market. Here is what they said: 

Me: "Do you think counterfeit items are harmful?"

Kim Joon-Young: "I think it is harmful for the workers in sweatshops who have to make it, harmful for the market, and harmful for the environment because it is fast-fashion." 

Me: "How would you compare South Korea's counterfeit culture to China's?"

Kim Joon-Young: "I have seen a lot of people come to Korea for ideas. They'll be in stores and pulling out dresses one by one to take a picture so that they can replicate it." 

Me: "Do you think people come to South Korea just to buy counterfeit items?"

Kim Joon-Young: "Definitely. I see a lot of people coming here to shop. I don't know if it is specifically for counterfeit items, but they end up buying it anyway."

Me: "Have you ever bought a counterfeit item?"

Kim Joon-Young: "Of course. It was a snapback Obey hat, but it was a long time ago. Ten-thousand won. Which is about ten dollars."

This is a video I took in Ewha of the counterfeit Supreme bags and fanny packs. Sorry about the orientation, but I took the original video on Snapchat. It's just a small snippet. 

Ewha (ee-hwa)

Ewha is a ten minute walk from my dorm, right off of the Ewha Woman's University campus. It is known to have trendy, cheap fashion with new products popping up on shelves constantly. Definitely fast-fashion. Have you heard of fast-fashion? It keeps up with trends, but is constantly changing to make the consumer feel out of style. The products are often made with poor-quality materials and do not last many wears. My roommate Ugne recently had an unfortunate experience when she bought a ~$5 tank top. She thought they would look good with her new jeans, but when she went to try the top on the seam came undone on the entire left side was open. She has always said that the clothing was too cheap for her preference and this experience definitely confirmed her belief. However, she bought her jeans in Ewha and they turned out of be very soft, stretchy, and comfortable. Only a little short considering she's taller than the average Korean. 

Ewha is another place that people go to buy cheap counterfeit items. $10 Supreme, Stussy, Champion, Fila, and Balenciaga everywhere. For people who just want the look, this is the place to go. Personally, this is where I go to shop because as a young college student, I can't afford high fashion brands and I don't feel like brand names are necessary either way. I packed for Winter, but now it's getting so warm here! Ewha has been my go-to spot for cute dresses and shorts. The expensive fashion brands can sometimes be better quality, but I feel that most of the time people are just interested in the name. Have you seen the Payless commercial? For this reason, I like feel okay buying cheaper items, especially if it is second-hand! 

Back home, I thrift a lot and while my fashion may be influenced by popular culture, I am a firm believer that individuals should shape their closet around their lifestyle and what they feel good in. When I was in middle school, I listened to a lot of screamo music and liked wearing black or really bright colored skinny jeans. My style has changed a lot since then, but I still enjoy wearing my favorite band tee every now and then. What I buy here in South Korea may not be the best quality, but it is a temporary solution to my limited closet options and I am enjoying the Korean-fashion styles available conveniently to me! It's all so cute!!

Ewha street shopping. Winter styles include long sleeve tops and skirts. 

Questions:

1) Do you ever want something because your saw a celebrity wearing it?

2) How would you describe your style? 

3) Do you like a particular fashion style?

4) Do you have an opinion on buying counterfeit items? Would you buy something counterfeit?

Sources:

https://www.businessoffashion.com/articles/global-currents/how-korea-became-a-lifeline-for-cool-young-designers-everywhere

https://www.vox.com/the-goods/2018/12/4/18124626/k-pop-bts-fashion-melon-music-awards-jin-birthday

https://www.vogue.co.uk/article/the-rise-of-seoul-fashion