Korean women turn to polished 2000s K-drama fashion

A fashion trend known as the "grown woman look" is gaining traction among Korean women in their 20s and 30s, moving shoppers away from Y2K-inspired styles toward more understated and polished clothing, The Korea Times reported.

The shift is influencing fall and winter retail strategies in South Korea, with brands emphasizing clean silhouettes, deeper colors, textured fabrics and vintage-inspired items.

The look has revived interest in outfits worn by female characters in Korean TV shows that aired nearly two decades ago, including "Coffee Prince," "My Lovely Sam Soon" and "High Kick Through the Roof," according to The Korea Times.

The trend highlights a turn toward restrained styling and subtle femininity. Chae Jung-an, who played Han Yoo-joo in "Coffee Prince," Jung Ryeo-won, who played Yoo Hee-jin in "My Lovely Sam Soon," and Yoo In-na, referenced for her character in "High Kick Through the Roof," are among the drama figures tied to the revived interest.

Retail data cited by The Korea Times points to stronger demand for fall items. W Concept reported fall clothing transactions rose more than 30 percent from Aug. 23 to 28 compared with Aug. 18 to 22. Knitwear sales increased 85 percent, mid-heeled shoe sales rose 40 percent, tote bag sales climbed 35 percent and outerwear sales were up 20 percent.

Footwear brand LeMouton also saw growth in Mary Jane-style products. Sales for its Mary Jane lineup reached 11 billion won, or $7.8 million, through August, up 110 percent from the same period last year, The Korea Times reported.

Brands are adapting their seasonal collections. GS Shop's So Natural label chose "soft minimalism" as its fall and winter concept. "This fall, fashion that highlights the appeal of the material and silhouette itself rather than elaborate decoration is drawing attention, and products using cashmere and wool are proving popular," a GS Shop official said.

Instantfunk is using denim and knitwear with belts and accessories for a more polished aesthetic. "While maintaining the brand's existing identity, we added voluminous silhouettes, contrasting materials and accessory accents in line with the popularity of the grown woman look," an Instantfunk official said. "We are proposing a more refined and expanded style."

The Korea Times reported the trend is shaping how fashion brands position their fall and winter collections as shoppers revisit 2000s K-drama wardrobes for current style cues.