By Daniel Kim
In Seoul, it’s not just acceptable—but stylish—to wear a sporty mix-and-match outfit even when visiting upscale restaurants or wine bars. The sporty casual trend is booming, especially among MZ Koreans who express their healthy lifestyles through fashion. A good example: trendy early birds attend 7 a.m. “morning coffee club” parties, where they dance sober to music—sometimes right after a jog.
This fashion shift extends to the workplace as well. Formal suits are becoming rare. A neat polo shirt, chino pants, and loafers now qualify as appropriate office attire. Prioritizing work-life balance, many young professionals opt for active yet comfortable clothing, allowing a smooth transition between work, the gym, or a Pilates session during lunch or after hours.
Post-Covid, the conspicuous consumption of luxury brands has clearly declined among the youth. Instead, there’s a growing appreciation for quality and craftsmanship in the trend of old money aesthetics. Brands like Ralph Lauren and Brooks Brothers are being rediscovered by young men. Coach has successfully revamped its bags to appeal to women in their twenties. Meanwhile, many women are embracing a reserved, elegant femininity—known as the Demure look—fueling demand for minimalist luxury labels such as The Row and Lemaire. As a fast fashion brand, Cos is closing the gap with market leader Zara, thanks to the rising popularity of the Demure style.
