The Ebb of Hallyu Fashion? Analyzing Local Brands' Absorption and Re-creation of Korean Style
By / Aug 21, 2025
In the ever-evolving landscape of global fashion, the once-unstoppable tide of Korean wave, or Hallyu, has shown signs of receding from its peak influence. For over a decade, K-pop idols and Korean dramas served as the primary vectors for disseminating a distinct aesthetic characterized by oversized streetwear, delicate pastel palettes, and a meticulously curated, often androgynous, beauty standard. This style dominated Asian markets and made significant inroads in the West, dictating trends and consumer behavior. However, recent years have witnessed a palpable shift. The global appetite for a singular, imported look is waning, giving way to a more nuanced and localized approach to style. This is not merely a decline but a transformation, where the core principles of Korean fashion are being deconstructed, absorbed, and passionately reinvented by local brands worldwide, creating a new, hybridized fashion language.