The fashion industry is currently experiencing a ‘borderless’ trend. ‘Borderless’ implies breaking down boundaries, and in this week’s Boutique Letter, you can catch a glimpse of various trends that have shattered boundaries such as age and weather. Y2K fashion reminiscent of the 2000s and the influence of adults pursuing a childlike sensibility, known as “kidults,” have led to the revival of key rings. The youngest member of the girl group NewJeans, Hye-in, has also reportedly purchased a key ring worth ￦90,000 as her first expenditure (US$1=\1341). Additionally, cashmere fabric, usually associated with winter clothing, is now being embraced even in the summer, resulting in over 30 percent growth in summer knitwear sales for fashion brands compared to the same period last year. Lastly, even the boundaries between industries have blurred, with fashion and food industries engaging in unique collaborations to capture consumers’ attention.
[Trends] Key rings as a fashion item
The fashion clock is ticking backwards. It’s easy to think of doll key rings as something kids wear, but nowadays, both adults and children are using key rings as fashion accessories. Key ring-related posts on Instagram have surpassed 1.23 million, and in the resale market, they are being resold at a considerable markup. Key rings are selling out as soon as they hit the market, indicating that many people are jumping into the trend. Key rings have captured the hearts of numerous celebrities, including Girls’ Generation’s Tae-yeon, NewJeans’ Hye-in, BLACKPINK’s Jennie, and aespa’s Ningning. How can key rings be utilized as fashion items?
Using key rings as fashion items is not that difficult. You can simply attach cute doll key rings to your bags. Doll key rings from British doll brand Jelly Cat, grocery store Monamhee, and designer brands Margesherwood and Matin Kim are among the most popular. Women’s casual brand Lucky Chouette has also introduced its own characters as key rings, and cosmetics brand Espoir has released a limited edition of a black doll key ring.
Luxury fashion houses have also launched key ring products that can be attached to bags or belt loops. Renowned luxury brands like Miu Miu, Louis Vuitton, and Fendi have introduced micro bag key rings that can hold small items like wireless earbuds or lipstick. These key rings are used as accessories that showcase the brand’s identity and sensibility, prioritizing aesthetics over practicality.
Key rings have become a trendy fashion item, intersecting with Y2K fashion and kidult culture. Y2K is short for ‘Year 2000,’ referring to fashion trends from the 2000s. Kidult is a portmanteau of “kid” and “adult,” describing individuals who maintain the spirit and sensibility of their childhood even as adults. With their purchasing power, these individuals have contributed to the popularity of key rings. Key rings offer a cost-effective way to showcase your uniqueness. Try using them as a cute little accent to your outfit.
[Industry] Cashmere in the middle of summer?
We’re in the midst of a nationwide heat wave. While we’re all expecting to lighten up our wardrobes in this heat wave, knitwear that’s typically worn in the winter is making a comeback. In fact, fashion brands like Della Lana, Daks, and VOV have seen summer knit sales increase by more than 30 percent year-over-year. Cashmere fabrics in particular are making a splash in summer fashion. Cashmere, known for its superior insulation, is typically associated with winter wear. As cashmere transforms into a four-season product, the fashion industry is now making efforts to expand the number of cashmere-based items and include short-sleeve cashmere knit collections.
The fashion industry attributes the popularity of cashmere-infused summer clothing to “the rise of stealth luxury and old-school fashion.” Stealth luxury refers to discreet luxury, where brands use high-quality materials without prominently displaying logos. Old money fashion embodies the image of multi-generational wealth and sophistication. It is characterized by an image of nobility and elegance, and cashmere fabrics are used as a way to subtly showcase wealth without flaunting it. Luxury brands like Vince, Brunello Cucinelli, and Loro Piana are also focusing on using top-quality cashmere for their summer collections, aiming to differentiate themselves.
As such, the fashion industry’s boundaries are becoming increasingly blurred, not only in terms of gender but also with respect to seasons. Fashion industry insiders predict that the ongoing trend of breaking away from conventional perceptions, where specific items were reserved for certain seasons, will continue as these items are incorporated into year-round styling.
[Industry] ‘Fashion and Food’ Meet to Capture the Funsumer
Have you heard of the term “Funsumer” – consumers who seek enjoyment beyond mere consumption? In recent years, the fashion industry has been engaging in unconventional collaborations with food brands to target the funsumer. Brands from various sectors are aggressively pursuing funsumer marketing by showcasing clothing, accessories, online and offline events, and more. This approach has gained prominence due to its alignment with the consumption trends of the MZ generation who seek fun and original consumer experiences. When these individuals post their purchase reviews on social media, it quickly generates buzz and boosts brand awareness and sales. This shows how the fashion industry has also come up with new strategies to communicate with young consumers and drive customer engagement.
In fact, collaboration products that embody the brand’s identity while showcasing unique designs are capturing attention. Iconic foods such as ramen, ice cream, and beer have intersected with the world of fashion. One notable example is HansaeMK’s children’s clothing brand “Curlysue” and Nongshim’s “Neoguri” instant noodles having released a limited collaboration collection. Similarly, KoreaSTL’s lifestyle brand MYSHELL joined forces with Lotte Wellfood, transforming Watermelon Bar and Jaws Bar ice creams into clothing and key chains. LF’s fashion and lifestyle brand Spade Club Seoul partnered with OB Beer’s Cass to release not only clothing but also key chains and umbrellas.
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