Buying guide
The 7 Korean Clothing Brands K-Dramas Actually Wore (2026)
Last verified: 2026-07-25
“Korean fashion brands” lists are usually a roundup of whatever is trending on Instagram. This one only contains labels we could prove twice: the company is registered in Korea, read off its own site, and a specific drama placement is documented at a source you can open.
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How this list is made
Two bars, both required. First, Korean origin — we load the brand's own site and read its business registration number or Korean company address; reputation does not count. Second, a specific drama placement documented at a linked source. Bags, eyewear and jewelry have their own guides, so a brand qualifies here only on apparel. Two names you might expect are missing for stated reasons: MCKAYSON, whose Musinsa listing still reads “[드라마 서른아홉] 손예진 착용”, is left out because its own domain no longer resolves and bar 1 cannot be checked; Studio Tomboy is left out because its own storefront publishes no registration. Commissions never affect inclusion or order.
One honest limitation: five of these seven placements come from Business Proposal. That is a fact about our source coverage, not about the brands — the drama's episode-by-episode styling is unusually well documented. As we work through other shows this list will widen.
Quick comparison
| Brand | Seen in | Price range | Where to buy |
|---|---|---|---|
| Plastic Island | Extraordinary Attorney Woo | the two pieces we checked: ₩29,700–42,930 | TheAmall (official) — Korea-first |
| KIRSH | Business Proposal | the piece we checked: ₩69,000 | kirsh.co.kr — ships from Korea |
| avouavou | Business Proposal · Perfect Crown | the dress we checked: ₩1,389,000 — the top of this list | avouavou.com — Korea-first |
| CURETTY | Business Proposal | see official store — prices are rendered client-side | curetty.co.kr — Korea-first |
| CLUT STUDIO | Business Proposal | see official store — prices are rendered client-side | clutstudio.com — Korea-first |
| WOVEMENT | Business Proposal | see official store — prices are rendered client-side | wovement.com — Korea-first |
| COIVANT | Business Proposal | outerwear on the store when checked: ₩266,000–520,000 | coivant.com — Korea-first |
1. Plastic Island
A Korean SPA label run by JC FAMILY, whose official mall carries the company's Korean business registration (211-86-58580, Seongdong-gu, Seoul). It is the one brand here where the worn pieces have style codes attached rather than a description alone — the figures below are what those two codes listed at when we last reached them.
- Extraordinary Attorney Woo (2022) — Park Eun-bin's Woo Young-woo wears the double-breasted crop jacket (PN2WJ364) with the matching tuck-pleat A-line skirt (PN2WS364) in episode 13 — the cropped courtroom silhouette the character is known for. Both style codes were live on the brand's mall when we checked them. [Source: InkiStyle]reported
2. KIRSH
The cherry-logo streetwear label, run by 주식회사 하이라이트브랜즈 out of Pangyo (business licence 788-81-01239 on its own footer). Its price band is the most accessible on this list.
- Business Proposal (2022) — Kim Se-jeong's Shin Ha-ri wears the Witty Bunny Hoodie in episodes 1–2. The brand's own product page for that exact name is still up — WITTY BUNNY HOODIE KA [IVORY], ₩69,000 — though it now shows sold out. [Source: InkiStyle]reported
3. avouavou
A Seoul womenswear house in Sinsa-dong, Gangnam (registration 211-10-17018 on its own site), working mostly in silk, wool and cashmere. It is the only brand here with two separate documented dramas, four years apart.
- Business Proposal (2022) — Kim Se-jeong wears the pink-and-white Tweed Mermaid Dress in episodes 1–2. The brand's page for that exact name is live at ₩1,389,000, and its own structured data marks every size out of stock. [Source: InkiStyle]reported
- Perfect Crown (2026) — IU's Seong Hui-ju wears an avouavou tailored coat — the cashmere wool double tailored coat is the currently buyable piece we track on our own card for the show. [Source: InkiStyle]reported
4. CURETTY
A contemporary womenswear label operated by 주식회사 하고하우스 from Pangyo (registration 820-88-00547). Check tailoring is its recurring signature, which is exactly what turns up on screen.
- Business Proposal (2022) — Kim Se-jeong wears the white C-check double-button jacket in the episodes 3–4 stretch, paired with a Jimmy Choo crossbody in the same scene. [Source: InkiStyle]reported
5. CLUT STUDIO
A small Gangdong-gu, Seoul label (registration 649-14-00122 on its own company page) working in graphic-led casualwear. The smallest operation on this list, and the one whose registration is a sole proprietorship rather than a corporation.
- Business Proposal (2022) — Kim Se-jeong wears the brown 0 5 Punk Bear fleece jacket in the episodes 3–4 stretch — one of the drama's off-duty looks rather than an office scene. [Source: InkiStyle]reported
6. WOVEMENT
The only brand here based outside the capital — (주)하이패션가람 in Sasang-gu, Busan (registration 605-81-94938). Knitwear is the core of the line, and knitwear is what appears on screen.
- Business Proposal (2022) — Kim Se-jeong wears a WOVEMENT long-sleeve knit cardigan in episode 9, styled with check jogger pants — the source names the episode directly rather than a range. [Source: InkiStyle]reported
7. COIVANT
A Seoul label (registration 369-09-01139 on its own site) built around tailored outerwear. Listed here for the placement, not for the piece — the specific jacket has been withdrawn.
- Business Proposal (2022) — Kim Se-jeong wears a COIVANT jacket over a grey turtleneck knit in episode 2. The brand is still trading, but the product page the coverage linked to is gone and the store's own search returns nothing for that item name — so the placement stands and the exact piece does not. [Source: InkiStyle]reported
FAQ
Can I still buy the exact pieces?
Often not. The Business Proposal looks aired in 2022, and fashion moves. We checked each one rather than guessing: KIRSH's Witty Bunny Hoodie page is live at ₩69,000 but sold out, avouavou's Tweed Mermaid Dress is live at ₩1,389,000 with every size out of stock, and COIVANT's jacket page is gone entirely. Where a piece is still buyable we say so and give the figure we read.
Why are the confidence labels all “reported”?
Because the drama link in every case comes from episode style coverage rather than a brand press release or trade-press identification. That is a weaker tier and we label it as one. For several entries we then loaded the brand's own product page for the exact name — that strengthens the product match, but it does not make the brand itself the source of the drama claim.
Which brand is the most affordable?
KIRSH, comfortably. The piece we verified lists at ₩69,000 and the brand discounts heavily. At the other end, avouavou's dress is ₩1,389,000 — a twenty-fold spread across one list.
Do these brands ship internationally?
KIRSH is the most reachable from abroad, both directly and through Musinsa Global. Plastic Island sells through its group's own mall. The smaller labels — CLUT STUDIO, WOVEMENT, CURETTY, COIVANT — are domestic-first and usually need a proxy service. Each entry notes what we found, date-stamped.