The success of YouTube hit Gangnam Style has turned the spotlight on emerging South Korean fashion.
Since storming first YouTube and then the charts, Gangnam Style by pop sensation Psy has enjoyed phenomenal worldwide attention, with its catchy tune and cult dance moves.
But, while to many Gangnam may just be a lyric, it is in fact a thriving fashion destination in Seoul, South Korea, with big-name labels including Louis Vuitton, Gucci and Prada sitting alongside up-and-coming brands such as Shin Jang Kyoung, Lie Sang Bong, and Ko and Kye – the brainchild of Central Saint Martin’s graduate Kathleen Kye.
"Gangnam style was a great advertisement of Gangnam in Korea," designer Bong told the Financial Times. "Korean fashion culture is developing very fast. Lots of Koreans are trying to express their own personality and sensibility with their clothes."
And it’s not just at home that Gangnam style is thriving. In 2010, Concept Korea launched at New York Fashion Week as a platform to promote Korean fashion in the US – this year proved to be its most popular yet. – vogue