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India is one of the most challenging fashion markets for international designers to break into. It is complex, culturally driven, and has a flourishing domestic industry. Due to this, just a few years ago, finding K-Fashion in India was a challenge. As a Hallyu enthusiast based in the city of textiles, I recall how fans had to rely on DIY methods, tailoring, or importing niche items even as late as 2018.
I also once painted BTS-inspired graphics onto jeans and know firsthand how difficult it was to access Korean fashion brands. However, 2020 changed everything. Streaming platforms became the major supplier of Korean entertainment, and K-Pop gave the community that people sought during the global pandemic. Wrapped in this popularity, Korean fashion entered local Indian markets in a big way.
Carlos Torres
Now, K-Fashion items are stocked in major cities and sold through e-commerce platforms, sometimes without even being explicitly labeled as Korean. However, its clean, cute, and comfortable designs and confident aesthetic, give its roots away.
While Google Trends' 200% spike in Korean fashion-related searches and over 70% of Indian youth aged 18–30 actively consuming Korean media make this warmth for K-Fashion natural, it isn't as simple. Here's a dive into how, why, and in what ways K-Fashion in India has developed its roots and where it shall unfurl further.
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The Rise and Prosperity of K-Fashion in India
2020 was a major year for K-Fashion in India. However, even before that, it was present in the piles of small-scale vendors or tucked away in cupboards. At times, t-shirts featuring K-Pop band symbolism would get mixed into a bundle of American pop bands. This made them more precious for fans.
Dom Hill
Post-pandemic, coming across unofficial merch became more normal, but the exhilarating feeling continued. Updates of which shop or stall in the city was stocking which fashion articles were passed among group chats. It included details such as what sizes the vendor is carrying, how much stock they have, and how much they are willing to bargain.
Simultaneously, small-scale merchants with their shops on social media running through their bedrooms became the key to owning official pieces. These were still expensive and rare to find due to heavy shipping charges and customs duties. Sometimes, the official merch would take months to arrive, making fan-made merch a valuable alternative.
Soon enough, the demand for Korean streetwear and casual fashion began to rise. Indian audiences admired the on-screen outfits in K-Dramas and desired to own similar pieces. As per a 2022 KOTRA report, the Indian market for K-Beauty and fashion grew by over 20 percent after the pandemic. It was majorly driven by women but men were seeking Korean fashion as well due to its diverse styling and gender-neutral attractions.
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