“Old money aesthetic,” a fashion style prevalent among the upper class in the US and Europe, is enjoying a resurgence in popularity among Korean youth.

During the first half of the year, Brunello Cucinelli, an established high-end fashion brand available through South Korean retailer Shinsegae International, experienced a sales increase of over 15 per cent compared to the previous year.

In addition, high-end accessories that enhance the old money appearance are experiencing strong sales. US-based luxury jewellery brand Chrome Hearts witnessed an 81.7 per cent growth in sales during the first half of this year.

The fashion platform W Concept also observed a 25 per cent year-on-year growth in July sales for its old-money fashion-related items.

Notably, sales of maxi one-piece dresses and long/midi skirts, which are in high demand during the summer season, surged by 50 per cent and 45 per cent respectively.

Industry analysts attribute the recent rise in the old-money aesthetic’s popularity to socio-economic factors.

Amid the extended economic challenges brought on by the pandemic, individuals are displaying a heightened inclination toward durable fashion, focusing on high-quality foundational pieces over trend-sensitive fast fashion.

This story was originally published by Ashley Song, via Korea Bizwire.