From 'Coffee Prince' to 'My Lovely Sam Soon,' 2000s K-drama fashion is back

Young Korean women are embracing a grown woman look, a more sophisticated and understated fashion trend, as brands shift fall and winter collections away from Y2K-style boldness. The aesthetic is also reviving interest in 2000s K-drama wardrobes from Coffee Prince, My Lovely Sam Soon and High Kick Through the Roof. Sales data and brand moves suggest the trend is already spreading beyond social media.

W Concept said fall clothing transactions rose more than 30 percent from Aug. 23 to 28 compared with Aug. 18 to 22.

Knitwear sales jumped 85 percent, while mid-heeled shoes rose 40 percent, tote bags 35 percent and outerwear 20 percent.

LeMouton said sales of its Mary Jane lineup reached 11 billion won through August, up 110 percent from the same period last year.

GS Shop said its So Natural label chose soft minimalism for fall and winter, focusing on cashmere, wool and camel hair.

Instantfunk said it added voluminous silhouettes, contrasting materials and accessory accents to fit the growing grown woman look.

Published Oct 5, 2026 12:00 am KST

GS Shop, the home-shopping unit of GS Retail, unveils knitwear and jackets made with 100 percent wool from its fashion brand So Natural on Sept. 23. For the fall and winter season, the brand focuses on premium materials and natural silhouettes. Courtesy of GS Shop

After years of playful, edgy Y2K fashion dominating wardrobes, young Korean women are turning toward something decidedly more grown-up.

The so-called "grown woman look," a Korean fashion trend centered on sophisticated, understated femininity, is gaining traction among women in their 20s and 30s. Fashion brands are responding with fall and winter collections built around polished silhouettes, richer colors and restrained styling.

According to the fashion industry, the trend marks a shift away from the bold, youthful aesthetic associated with the Y2K revival. Instead, consumers are gravitating toward looks that appear effortless yet refined, with a relaxed and restrained mood.

Deep colors, subtle femininity and clean silhouettes are among the defining elements.

Female characters from TV dramas that aired about 20 years ago appear in Instagram search results for the Korean term "grown woman." Screenshot from Instagram

The trend has even revived interest in the wardrobes of female characters from Korean TV shows that aired nearly two decades ago.

On social media and in online communities, fashions worn by Han Yoo-joo, played by Chae Jung-an in the 2007 drama "Coffee Prince;" Yoo Hee-jin, played by Jung Ryeo-won in the 2005 series "My Lovely Sam Soon;" and Yoo In-na's character in the 2009 sitcom "High Kick Through the Roof" are being rediscovered as inspiration.

Sales data suggest the trend is moving beyond online buzz.

W Concept, an online fashion platform operated by Shinsegae Group, found that transactions for fall clothing increased more than 30 percent from Aug. 23 to 28 compared with Aug. 18 to 22.

Knitwear sales jumped 85 percent, followed by mid-heeled shoes at 40 percent, tote bags at 35 percent and outerwear at 20 percent — all categories closely associated with the grown woman look. Red, burgundy and plum have also emerged as popular accent colors.

LeMouton's Let's Mary Jane sneakers, launched in October last year, reached cumulative sales of 100,000 pairs within a year. Courtesy of LeMouton

Casual footwear brand LeMouton has joined the trend with Mary Jane-style sneakers. Characterized by a rounded toe and a strap across the top of the foot, Mary Janes have become a natural fit for consumers seeking a feminine look without excessive embellishment.

Sales of LeMouton's Mary Jane lineup reached 11 billion won ($7.8 million) through August, up 110 percent from the same period last year.

GS Shop, the home-shopping business operated by GS Retail, is also targeting demand for the grown woman aesthetic. Its fashion label So Natural has chosen "soft minimalism" as its fall and winter concept, emphasizing luxurious textures including cashmere, wool and camel hair.

"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.

Women's contemporary fashion brand Instantfunk reinterprets its signature aesthetic through a contemporary lens for its fall and winter collection under the concept "NEXT CHAPTER." Courtesy of Instantfunk

Vintage-inspired casual brands are also embracing the shift.

Women's contemporary fashion brand Instantfunk is using familiar pieces such as denim and knitwear in its fall and winter collection, pairing them 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 growing appeal of the aesthetic reflects a broader change in fashion tastes among younger Korean consumers: After seasons of crop tops, playful nostalgia and Y2K experimentation, understated sophistication is having its moment.

This article from the Hankook Ilbo, the sister publication of The Korea Times, was translated by a generative AI system and edited by The Korea Times.

年轻的韩国女性正在拥抱成熟女性的形象，这种更精致、更低调的时尚潮流正席卷而来，各大品牌也纷纷在秋冬系列中摒弃千禧年风格的张扬。这种审美也重新唤起了人们对2000年代韩剧服装的兴趣，例如《咖啡王子一号店》、《我叫金三顺》和《穿透屋顶的High Kick》。销售数据和品牌动态表明，这股潮流已经蔓延到社交媒体之外。

W Concept表示，8月23日至28日秋季服装交易量比8月18日至22日增长了30%以上。

针织服装销售额增长了 85%，中跟鞋增长了 40%，手提包增长了 35%，外套增长了 20%。

LeMouton表示，截至8月份，其大麻产品系列的销售额达到110亿韩元，比去年同期增长了110%。

GS Shop 表示，其 So Natural 品牌在秋冬季选择了柔和的极简主义风格，主打羊绒、羊毛和驼绒。

Instantfunk 表示，他们通过增加宽松的廓形、对比鲜明的材质和配饰点缀，来迎合日益成熟的女性的审美。

发布于2026年10月5日凌晨12:00（韩国标准时间）

GS Retail旗下的线上购物平台GS Shop将于9月23日推出旗下时尚品牌So Natural的100%纯羊毛针织衫和外套。该品牌秋冬季主打优质面料和自然廓形。图片由GS Shop提供。

在经历了多年俏皮前卫的 Y2K 时尚主导衣橱之后，韩国年轻女性的衣橱正在转向更加成熟稳重的风格。

所谓“成熟女性造型”，这种以精致、低调的女性气质为中心的韩国时尚潮流，正在20至30岁的女性中流行起来。时尚品牌也纷纷推出秋冬系列来回应这一趋势，这些系列以流畅的线条、更丰富的色彩和克制的风格为特色。

时尚界认为，这一趋势标志着人们的审美观念正在从千禧年复兴时期那种大胆、青春的风格转向其他风格。取而代之的是，消费者更倾向于看似毫不费力却又不失精致，整体风格轻松内敛的造型。

深沉的色彩、含蓄的女性气质和简洁的轮廓是其标志性元素。

在Instagram上搜索韩语“成熟女性”时，会出现大约20年前播出的电视剧中的女性角色。截图来自Instagram

这一趋势甚至重新唤起了人们对近二十年前播出的韩国电视剧中女性角色服装的兴趣。

在社交媒体和网络社区中，人们重新发现了2007年电视剧《咖啡王子一号店》中蔡贞安饰演的韩宥珠、2005年电视剧《我叫金三顺》中郑丽媛饰演的柳熙珍以及2009年情景喜剧《穿透屋顶的High Kick》中刘仁娜饰演的角色所穿的服装，并将其作为灵感来源。

销售数据显示，这种趋势正在超越网络热议。

新世界集团旗下的在线时尚平台 W Concept 发现，8 月 23 日至 28 日秋季服装的交易量比 8 月 18 日至 22 日增长了 30% 以上。

针织衫销量飙升85%，中跟鞋增长40%，手提包增长35%，外套增长20%——这些品类都与成熟女性的形象密切相关。红色、酒红色和李子色也成为流行的点缀色。

LeMouton 去年 10 月推出的 Let's Mary Jane 运动鞋，一年内累计销量就达到了 10 万双。图片由 LeMouton 提供。

休闲鞋履品牌 LeMouton 也加入了这股潮流，推出了玛丽珍鞋款运动鞋。玛丽珍鞋的特点是圆头和鞋面系带，对于那些追求女性化外观但又不想过于繁复的消费者来说，它无疑是理想之选。

截至 8 月，LeMouton 的大麻产品系列销售额达到 110 亿韩元（780 万美元），比去年同期增长 110%。

GS Retail旗下的线上购物平台GS Shop也瞄准了成熟女性的审美需求。其时尚品牌So Natural以“柔和极简主义”为秋冬设计理念，强调羊绒、羊毛和驼绒等奢华面料。

GS Shop 的一位官员表示：“今年秋季，注重材质和廓形本身的吸引力而非繁复装饰的时尚正在吸引人们的目光，而使用羊绒和羊毛的产品也越来越受欢迎。”

当代女装时尚品牌 Instantfunk 以“下一篇章”为主题，在其秋冬系列中，以现代视角重新诠释了其标志性美学。图片由 Instantfunk 提供。

复古风休闲品牌也纷纷顺应了这一趋势。

当代女装时尚品牌 Instantfunk 在其秋冬系列中运用了牛仔布和针织衫等熟悉的单品，并搭配腰带和配饰，打造出更加精致的美感。

Instantfunk的一位负责人表示：“在保持品牌原有特色的同时，我们根据成熟女性的审美趋势，增加了廓形宽松、材质对比鲜明以及配饰点缀。我们正在打造一种更加精致、更加多元化的风格。”

这种美学的日益流行反映了韩国年轻消费者时尚品味的更广泛变化：在经历了露脐上衣、俏皮怀旧和千禧年实验的几季之后，低调的精致风格正迎来它的时代。

本文来自《韩国日报》（《韩国时报》的姊妹报），由人工智能生成系统翻译，并由《韩国时报》编辑。