With 339.6m views on TikTok, #koreanstyle (and synonymous terms such as #kfashion, #koreanfashionstyle and #stylekorean) saturate the platform’s fashion universe. Often set to K-Pop songs and peppy beats, these videos mainly adopt a ‘how-to’ approach to Korean Style, acting as a virtual lookbook and inspiration video for its viewer. By crystalizing K-fashion into such short and sweet bursts, TikTok’s algorithm is arguably a canvas which allows Korean Style to flourish online.
The recent explosion of K-Pop has increased the exposure and reach of K-Fashion outside of South Korea. K-Pop band members (such as BTS and BLACKPINK) have been purposefully idolised, allowing the singers to become almost brand-like in their fame and popularity: when you listen to K-Pop, you are also absorbing its aesthetic. Donning mainly luxury designers, the singers have introduced a fresh market (K-Pop fans) to designer fashion. Attending Paris SS22 fashion week, BLACKPINK member Jisoo saw Dior whilst Jennie went to Chanel, for whom she is currently global brand ambassador. The remaining gaps between pop culture, fashion and fandoms are being closed by the impeccably dressed K-Pop idols.
So, what can you expect when searching for Korean Fashion on TikTok? As a reference point, many looks rotate around timeless and well-fitting staple pieces, such as a well-tailored blazer, black chunky lace-up boots, and a universal pair of high-waisted trousers. Alongside this, Korean fashion tends to opt for very clean, detail-oriented, coordinated looks: frilly blouses with scalloped collars; pleated tennis skirts; soft pastels; classic prints such as dogtooth and plaid; a clean-cut leather jacket. As for accessories, TikTok tells us that these are also essential. Crossbody bags, strings of pearls, a statement belt, dangling earrings. Like icing on a cake, accessories seem to be the final elements of #koreanstyle which ensure its finesse. Korean fashion is not bounded by gender and majority of the looks are unisex. Instead, #koreanstyle is cemented in its flawless aesthetic, its flare for precision and the polished look which results from its careful layering of clothes, beauty, and accessories.
TikTok is awash with South Korean fashion influencers and any search will expose you to its most popular users. To initiate the search, however, these influencers are amongst the most famous: @yoonilee1022 (3.1M followers); @zon_kis (3.8M); @chang._.a (19.7M); @jiejie_seoul (63.5K); @its.ninette (47.7K). Every day, Korean style is reaching new audiences and gaining popularity. Outside of TikTok, Sims 4 launched an ‘Incheon Arrivals Kit’ (5th October 2021) which takes inspiration from Seoul airport in South Korea, whilst the luxury industry continues to make K-Pop stars its ambassadors (BTS for Louis Vuitton, BLACKPINK’S Rosé for Tiffany and Co). #Koreanstyle is becoming recognisable everywhere, and it’s refreshing to see different cultural influences feeding into our life via TikTok. Though the short video platform is perhaps to thank for #koreanstyle’s extended reach, its popularity lies within its radiant splendour.
Hannah Emery
