K-drama stars like Crash Landing On You’s Son Ye-jin and Encounter’s Song Hye-kyo have made these Korean fashion brands famous – which labels are you into?
K-drama stars and their stylists love mixing and matching international labels with home-grown fashion brands on set. Thanks to the exposure in K-drama hits from My Love From The Star to Her Private Life and Crash Landing On You, Korean fashion brands are quickly grabbing attention both at home and overseas.
Check out the five South Korean fashion brands that have been frequently featured in K-drama hits.
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Avou Avou
The fashion brand best known for its sleek pantsuits and flattering one-piece dresses is beloved by celebrities including K-drama queens Song Hye-kyo and Park Min Young. In Encounter (2018), Song played a hotelier who fell in love with a younger man after a romantic rendezvous in Cuba.
She wore various Avou Avou outfits from an elegant navy dress suits to a cherry blossom pink form-fitting jacket. The power suit style is also evident in Her Private Life, in which Park played an elegant gallery curator and wore a slew of pantsuits in a rainbow of colours. Actress Cho Yeo-jeong of Parasite fame also picked an elegant floor-length tube dress from Avou Avou for her Oscar red carpet debut.
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Suecomma bonnie
As Suecomma Bonnie’s campaign model, Song Hye-kyo was spotted on set at Encounter wearing heels from the Korean shoe brand. She also wore sporty canvas flats in Descendants of the Sun, in which she co-starred with her ex-husband Song Joong-ki. Song’s Instagram posts of her starring in Suecomma Bonnie’s campaign often fetch more than a million likes.
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Couronne
The brand’s ladylike handbags are a celebrity favourite. Think the navy day bag with faux pearl strap that Park Min-young wore in Her Private Life. Actress Im Soo-jung also accessorised Couronne’s versatile number with her power-suit style in Search: WWW.
Couronne’s latest campaign girl Shin Min-a, who headlines Netflix’s political drama Chief of Staff, has also brought much attention to the brand.
Stretch Angels
The label best known for its signature Panini bag – a casual boxy camera bag – is featured in a slew of hit K-dramas. Romance is Bonus Book starring heartthrob Lee Jong-suk and actress Lee Na-young has caught plenty sightings of the Stretch Angels bag. Celebrity fans include Seulgi of girls band Velvet as well as singer-songwriter Jung Yun-ho.
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Gentle Monster
The Korean label shades have gone viral ever since Gianna Jun donned a pair in the hit romcom My Love From The Star. Its new model Ma Mars 01 was recently featured in Something in the Rain starring Son Ye-jin. Actor Gong Yoo was also spotted wearing Gentle Monster shade in the fantasy drama Goblin. Thanks to the celebrity boost, the brand founded by Hankook Kim has expanded outside South Korea and opened stores in Hong Kong and London. Luxury conglomerate LVMH has also invested in the label.
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Celebrities in K-drama hits from Her Private Life to Crash Landing On You have put the spotlight on fashion brands like Avou Avou and Couronne, and fans are wondering if they can also get their hands on them