Business · Companies · 1 day ago
Understated, polished fashion trend gains popularity in South Korea
In South Korea, an understated fashion style known online as “Hyunbaek-core” is gaining attention.
The name combines a shortened form of Hyundai Department Store with “core,” a term for a style or mood.
The look suggests quiet affluence and favors calm colors, quality fabrics and simple shapes over prominent logos.
A related style, called “adult woman” fashion, emphasizes neat silhouettes and restrained femininity.
Fashion platforms reported higher searches and sales for related items, including scarves, trench coats, knitwear and midi skirts.
One platform said searches for related terms rose 40% and sales increased 30% from September 1 to October 6 compared with the same period a year earlier; another reported scarf sales up 457% in September year on year.
The platforms attribute the trend partly to shoppers tiring of showy consumption and seeking clothes they can wear for longer.
Interest is also extending to natural, muted makeup, and a platform expects demand to continue for quality fabrics and classic pieces in subdued colors.
Understated “Hyunbaek-core” fashion, centered on quality materials and clean silhouettes rather than flashy logos, is gaining popularity in South Korea.
The term describes a relaxed, polished look associated online with the easy confidence of a wealthy department-store shopper.
Fashion platform W Concept reported that searches for related style keywords rose 40% and sales of related products rose 30% year over year from September 1 to October 6.
On 29CM, September sales of scarves rose 457% year over year, while trench coats rose 354% and midi skirts rose 140%.
W Concept attributed the trend partly to fatigue with showy consumption and growing preference for clothes that can be worn for a long time.
- Who
- South Korean consumers interested in “Hyunbaek-core” and related understated styles.
- What
- Demand is rising for understated clothing and accessories built around quality materials, clean silhouettes and muted colors.
- When
- The trend is described in an article published October 10, 2026; sales and search figures cover September and October.
- Where
- South Korea, including fashion platforms W Concept and 29CM.
- Why
- W Concept said shoppers are tiring of showy consumption and favoring durable clothing and the quality of materials, silhouettes and fit.
This story does not have two clearly opposing sides.
Recently in the fashion market, styles that stay true to the basics while creating a luxurious mood through materials and silhouettes are popular.
We expect demand to continue for classic items in calm tones and high-quality materials such as cashmere and suede.
W Concept recorded a 40% year-over-year rise in searches for keywords related to the mature-woman style and a 30% rise in sales of related products.
29CM reported year-over-year sales increases of 457% for scarves, 354% for trench coats, 140% for midi skirts and 63% for leather jackets.
Donga Ilbo published its report on the rising fashion trend.
- W Concept keyword searches
- Up 40% year over year from September 1 to October 6
- W Concept related product sales
- Up 30% year over year from September 1 to October 6
- 29CM scarf sales
- Up 457% year over year in September
- 29CM trench coat sales
- Up 354% year over year in September
- 29CM midi skirt sales
- Up 140% year over year in September
- Trend name
- Hyunbaek-core,” combining the shortened name for Hyundai Department Store with “core
Sources
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