Korean Fashion Online: Korean Kraze (January 2007)

Kwave had come a long way since Winter Sonata. Like a Tsunami, the whole of Asia was not spared. Suddenly, Korean culture can be seen mushrooming all across major Asian cities (or maybe US too, Rain had a sold out concert at Madison Square!). As Korean drama/ movies, Korean food and Korean beauty products become more available, Korean fashion is next on the list and is speedily making their way to join the ranks. Below is an article from a Singapore newspaper about the popularity of Korean Fashion.

Now if you, like many people, can't tell what is the difference between Korean fashion, Japanese fashion and Hong Kong fashion, you gonna read the article below. Remember, authentic Korean fashion represents quality, so cheap stuff doesn't mean it's good stuff and price can never comprise quality. Do ask yourself if you want to get the real stuff or the 'copied' stuff next time when you are buying what is deemed as 'Korean fashion'. No doubt this is a personal choice, but its always good to be informed.

Korean Kraze

After K-pop and K-drama comes K-fashion. A handful of boutiques selling Korean fashion have opened shop.

(Reported In Singapore Newspaper: The Straits Times 'Urban Magazine' - 18 Jan 2007)

Angeline Lee's Lilica shoe boutique may be hidden away on the fourth storey of The Cathay, but skilled shopaholics will know how to sniff it out.

A chandelier swings from the low ceiling while a large plasma TV plays the music videos of South Korean popster Rain. A Victorian-style chaise longue is the centrepiece of the store.

And, oh, don't forget the shelves of shoes, which cost about $100 each.

'The inspiration for the shop was The Princess Hours,' says Lee, 24. The hit K-drama plays out in a palace, which boasts decadent interior trimmings not unlike those in her shop.

'I try to watch every single Korean drama,' she gushes. 'I also make it a point to go to the KBS (a Korean TV station) website every day.'

So when Lee, a former travel contract manager, came across Korean shoe brand Lilica - which specialises in handmade shoes - in Seoul early last year, she seized the opportunity to set up a franchise here.

Say 'annyonghaseyo' to the Korean pop culture invasion of Singapore. First there were barbecue restaurants and weepy dramas, then a sprinkling of make-up brands appeared. Now, Korean fashion is here.

Notable shops include Myth and Green Petals at Far East Plaza, which sell an assortment of Korean streetwear; Sugar House at Far East Plaza and VivoCity, which stocks up on lovely, empire-line dresses; and Sentiments at Millenia Walk, which even sells the hanbok, Korea's national dress.

This month, Korean- wannabes can go ga-ga at Square 2, a new 200,000 sq ft mall in Novena that will feature one floor of Korean products.

Out of 20 Korean-themed tenants, 20 to 25 per cent will be fashion boutiques, says Chia Boon Pin, chief operating officer of retail business at Far East Organisation, which runs the premises. Most of the smaller shops are hole-in-the-wall and run by enterprising Singaporeans who, like Lee, were inspired by the ever-growing Korean wave.

Former air stewardess Fiona Tan, 27, shopped so much in Seoul that she discovered her 'flair for fashion'. She set up Myth two years ago, which imports 60 per cent of its wares from Korea.

To ensure they are getting their pick of the trendiest items, boutique owners make regular buying trips to Korea. So, rather than the mass-produced clothing you get at say, Topshop, you get one-off pieces that you probably wouldn't find on anyone else.

Adelene Tan, 29, who owns Green Petals, started bringing in Korean fashion in late 2005. She scours the wholesale malls in Dongdaemum in Seoul for pieces to sell here.

Over at Sugarhouse, owner Alvin Ng, 30, works exclusively with factories in Seoul to create his own designs.

But really, what's the big deal about Korean clothes? And how different are they from, say, Hong Kong fashion?

It's about the quality, insist retailers.

Says Sentiments' marketing manager Karen Wong: 'One thing that sets Korean fashion apart from other Asian fashion is the meticulous detail in the workmanship of textiles as well as the production of its ready- made garments.'

So while Korean designs may be copied by Chinese or Hong Kong manufacturers, 'feel the material and you should know what you're paying for', says Ng.

This is why clothes from Korea are about 10 to 20 per cent more expensive than those made in China or Hong Kong, he adds.

They may also be pricier than Japanese fashion, given the mass appeal of the latter.

Style-wise, Korean fashion is widely seen as more wearable than Japanese fashion, claims Myth's Tan. Rather than outrageous Harajuku styles, you get clean lines that are more suited to Singaporean tastes.

Stylist Ashburn Eng took his pick of Korean-inspired fashion and shows you how to get the looks that are hot in Seoul.

Where to find K-fashion in Singapore:

Baylene

01-04 Stamford House, tel: 6336-9619

Eclecticism

03-22 Mandarin Gallery, tel: 6735-7290

Green Petals

03-46 Far East Plaza, Shop 20, tel: 6738-1023

Lilica

04-12 The Cathay, tel: 6887-3114

Love & Peace

04-14 The Heeren, tel: 6836-2826

Love Potion

01-09 Orchard Emerald, tel: 6736-4089

My Room

04-106 Far East Plaza, tel: 6235-9469

Myth

03-46 Far East Plaza, Shop 22, tel: 6238-1143

Pretty Corner

02-09 Orchard Emerald, tel: 6235-0783

Purpur

02-36 Junction 8, tel: 6532-6078

Room

03-42 Far East Plaza, Shop 8, tel: 6738-8361

Sentiments

01-30 Millenia Walk, tel: 6339-0178

Sugarhouse

02-175 Vivocity, tel: 6736-9008

The Little Flower

04-127 Far East Plaza, tel: 6732-6922

Topshop

01-007 Suntec City, tel: 6336-4571

Ztamp

03-47 Far East Plaza, tel: 6333-8526

Photographer: ALAN LIM; Stylist:

ASHBURN ENG (www.ashburneng.com); Make-up: SHERRY LEW (www.sherrylew.com); Hair: MING YANG for Savoir Fair using Sebastian Evokativ; Model: JOE CHO from Carrie Model

A balloon blouse gives a spin on the still-trendy nautical look, while layers add texture to the combination. Pullover, $149.90, from Sugarhouse; blouse, $39, from Ztamp; shorts, $29.90, from My Room; necklace, $49.90, from Room; earrings, $36.90, from Love & Peace

The Korean office girl look mixes a masculine vest with a short skirt. Silk blouse, $32.90, from Green Petals; vest, $69, from Myth; brooch, $39.90, from Room; necklace, $29.90, from The Little Flower; velvet skirt, $75.90, from Sugarhouse; earrings, $6.90, and pumps, $32.90, both from PurPur

Puffy sleeves and babydoll dresses add feminine charm. A cinched waist defines the shape of the dress. Dress, $39.90, from Green Petals; belt, $19, from The Little Flower; necklace, $42, from Room; cuffs, $19.90 to $24.90, from Love & Peace; earrings, $118, from Pretty Corner; pumps, $32.90, from Purpur

Whimsical polka dots will turn heads. Pair a short dress with leggings for added proportion. Dress, $199.90, from Sugarhouse; leggings, $45, from Eclecticism; cuffs, $19.90 to $24.90, from Love & Peace; earrings, $128, from Pretty Corner; necklace, $36.90, from Sugarhouse; pumps, $89.90, from Love Potion

Mini-skirts and legs are in, but give the look some edge with shiny boots. Blouse, $59.90, from My Room; velvet skirt, $75.90, from Sugarhouse; resin heart necklace, $26.90, from Green Petals; Noir Country bear necklace, $18.90, from The Little Flower; earrings, $25.90, and leather boots, $89.90, both from Love &Peace

Flared silhouettes are the shapes of the season. High socks add schoolgirl charm. Dress, $43, from The Little Flower; Vice & Vanity necklace, $119, from Baylene; brooch, $19, from Topshop; earrings, $14, from Myth, pumps, $32.90, from PurPur; stockings, stylist's own