It is very important to be fashionable in Seoul

In South Korea, everyone dresses to impress. Whilst the women surely enjoy some TLC, the men too don't shy away from using BB creams and lip tints.

Stroll down the streets or step into a subway in Seoul at any time of the day, and you will realise that Koreans are among the most stylish people in Asia (if not the rest of the world). "We love to look our best. We keep an eye out for trendy outfits and make-up styles adorned by Korean and Western celebrities, they influence a lot of people - young and old, fans and non-fans alike. Some of their looks may seem silly for everyday wear, so we tone it down in different ways as per our comfort and lifestyle," says a 23-year-old Abu Dhabi resident Na-eul Kim, who goes by her English name, Nora.
Street fashion may have seeped its way into the country from the West, but the population's openness to try out new things and create an identity is what's really driving designers and clothing manufacturers to experiment with a range of colours, cuts, and prints. "If you stop and watch the people in a city like Seoul, you will notice that everyone is dressed up. It might look odd to the foreigners, but it's just how we are; it is a part of us," adds 29-year-old Ji-hyuk Lee, a Dubai dweller since 2011, who visits home at least twice a year. "There (back home), men are as obsessed with looks and trends as much as women," he adds. "Even the couples have their own sense of style with matching accessories, shoes or t-shirts. I also feel we don't have insecurities that men in other countries have. We like to be clean-shaven, use skincare products, and even wear makeup like BB creams and lip tints, style our hair, and wear colours like bright pink and yellow. I see very few people do it here (UAE)."
Korean pop culture is a key influencer, where music stars and TV celebs are reeled in to endorse several local and international brands in the market, further fuelled by creative advertisements and quirky Instagram posts. According to Ji-hyuk, the aesthetically charged society in Korea is currently a fan of 'boyish' charms with a touch of class - think a pair of jeans and shirt worn with sneakers and a long coat. Nora adds that women take on a feminine look for an innocent or sophisticated appeal depending on their age.
Interestingly, plastic surgery is also part of the fashion hype where walking into a clinic for a cosmetic procedure is 'as normal as going to the convenience store to buy milk', a 34-year-old Dubai resident So-eun Joo reveals, adding that the 'double eyelid' surgery (blepharoplasty) is a sought-after option. "Korean men and women in their 20s and 30s want to look like popular Korean artists (actors, singers, etc.). This is why there are many plastic surgeons in Korea. Also, since clothing brands are endorsed by these artists - the youth follows and copies their styles. In the end, the same styles float on the street. Personally, I feel that my own style is beautiful. I don't want to look the same as other people," So-eun says.
Looking at make-up trends, natural looks are always in. Shades of pink are the norm in cheek blushes and lip tints, while soft browns are used to define eyes. Minjoo Kim, a 26-year-old from Dubai, adds: "Casual colours are usually rose, peach, and apricot, especially during spring. Most girls use natural brown eyeliner and eye shadows to give more depth to their eyes and make it look like they have big eyes. Two-tone lips are now very popular (Mamonde and Laneige brands) where it gives a gradient effect. We also love the dewy skin look where we want our skin to look glossy, healthy, and full of moisture, instead of matte and dry." She adds that while the ten-step skincare routine is overrated, Koreans do love to give themselves some TLC (tender loving care) with nutrient-rich face packs and soothing foot gels.
Korean makeup brands seem to be making their way to the mainstream, with Sephora's recent showcase of cosmetic and face care products across its retail stores. "Our (Korean) community is very demanding when it comes to these things. We want products that actually work, smell pleasant, and look attractive - many brands do their best to keep up with it," Minjoo adds.
With affordable shopping avenues and consumer-driven brands, it is no wonder that Koreans are trendsetters in their own right
farhana@khaleejtimes.com
Farhana is an otaku with a passion for travel