KB News Desk
South Korean fashion platform Musinsa said Tuesday it held its first global buying event for private label brand Musinsa Standard, courting overseas retailers ahead of its 2027 spring-summer collection.
The three-day event, which ran Tuesday through Thursday, marked the brand’s first time inviting international buyers to Seoul. It showcased merchandise while also previewing Musinsa Standard’s marketing and design direction for next year.
Attendees included representatives from Japanese fashion platform Zozotown and Chinese e-commerce giant Tmall, buyers from the Philippines, Indonesia, Vietnam and Thailand, and staff from Musinsa’s Japan and China subsidiaries.
The collection, called Seoul Standard, channeled the city’s lifestyle and fashion sensibility, centering on two lines: City Leisure, an outdoor-inspired line built for urban wear, and Cooltandard, a summer essential line emphasizing breathability and quick-drying fabrics.
The brand also expanded its women’s line, updated staples such as dress pants and denim and rolled out new essentials including washable knits.
Buyers offered market-specific feedback, the company said. Southeast Asian buyers favored City Leisure’s blend of function and Korean design, along with Cooltandard’s broader fits and climate-suited fabrics.
“This is the first time we’ve brought buyers from major Asian markets together to share our strategy and lay the groundwork for global expansion,” a Musinsa official said. “We’ll adapt what we’ve built in Seoul to fit each market as we grow globally.”
Musinsa said it plans to draw on feedback from the event to fine-tune product planning by market and grow its offline footprint in China, Japan and Southeast Asia, part of a wider effort to localize its overseas strategy.
