Korean fashion turns to 2000s K-drama for inspo this fall

For spring and summer, color did most of the styling work in Korean wardrobes. Tomato core, lemon core, mint core. Balletcore ribbons, slacker-core layering and saturated prints made an outfit legible at a glance.

This fall, palettes become more moderate in looks built on restraint with a hint of femininity. Referred to Korean shoppers as "grown woman," the style is quickly gaining ground among consumers in their 20s and 30s.

Kitsch and Y2K mood styling with oversized logos and busy patterns are out. Instead, the emphasis shifts to silhouette, fabric, and fit. Jackets, blouses and midi skirts anchor most outfits, while leather, cashmere and silk add a sense of luxury. Purples, browns, burgundies and grays replace primaries.

Online fashion platform 29CM transaction value for work jackets between Aug. 1 and Aug. 30 rose 475 percent on-year, while leather jackets rose 279 percent and midi skirts 393 percent.

Zigzag, another online fashion platform, witnessed similar trends: Work jacket transactions climbed 873 percent this year after declining a year earlier; midi skirts grew 38 percent following a 29 percent increase in 2025.

Accessories follow the same logic. Scarf transactions on 29CM rose 304 percent in the same window, and pearl earrings on Zigzag rose 77 percent against 17 percent growth last year.

The visual reference comes from Korean shows roughly two decades old. Han Yu-joo, played by Chae Jung-an in the 2007 series "Coffee Prince," and Yoo Hee-jin, played by Jung Ryeo-won in the 2005 series "My Name Is Kim Sam-soon," are the most cited templates, along with Yoo In-na's character in "High Kick Through the Roof."

What links them is a kind of polish that reads as effortless rather than assembled. Clean lines, natural proportions and an absence of anything ornamental.

The beauty half follows the same logic. Foundation stays light enough to leave the wearer's own skin tone visible, and there is no attempt to shrink or contour the face. The Han Yu-joo version leans on straight brows, soft shadows on the eyes, a muted lip and a light wash of blush. The Yoo Hee-jin version is barer still, with brows left in their natural shape and shadow rarely beyond a ginger-beige.

This fall, retailers report rising demand for leather jackets, suede blousons, H-line long skirts, deep V-neck knits and tote bags, with purple, burgundy and red emerging as the season's accent colors.

"The grown woman look can be put together with items people already own," an industry official said. "Demand for styling that stays basic while adding a sense of luxury through fabric and silhouette will keep growing."