The 2025 session of the Hanbok Expo is officially underway and there are over 150 designers and brands attending. It can definitely be a bit overwhelming, especially if you’re new to the hanbok scene. But, as someone who’s been attending for the past several years, I wanted to share some my favorites.
So, here are 5 of my favorite modern hanbok designers attending the 2025 Hanbok Expo.
SHEEN:SEOUL
Though established in 2015, Sheen has recently been gaining quite a bit of traction among modern hanbok brands for their beautiful catalogue of designs. Sheen has a unique way of blending the elegance of traditional Korean attire with relaxed, contemporary styling so it fits right into your regular wardrobe. I visited their showroom a few years back to pick up one of their hanbok skirts and tops in person and have been in love with their clothes ever since.
Website: https://sheen-seoul.com/
TM3
TM3 is one of the more street-modern hanbok brands that have grown in popularity among locals, having made quite a splash on crowdfunding platforms. I’ve seen them at multiple fashion shows and their booth at the Hanbok expo is always packed. Their designs lean towards bold reinterpretations of authentic hanbok patterns and motifs, reimagined as everyday streetwear. They focus more on neutral colors, but I can’t help be drawn to their pastel pinks come the spring and summer seasons.
Website: https://tm3.co.kr/
Leesle
Leesle is one of the most well-known hanbok brands in Korea having been featured on TV shows, worn by k-pop stars, not to mention their brand shop in Hongdae that everyone visits at least once during their trip. Of course, they have beautiful daily hanbok skirts, tops and dresses, but I love their unisex t-shirts and sweatshirts for more casual looks. You can even design and make your very own norigae if you’re looking to take home something a bit more unique.
Website: https://leesle.kr/
Sullihwa
Instead of going overly contemporary, Sullihwa keeps a bit more to the traditional hanbok feel and leans more into feminine, almost whimsical designs that give off the perfect date aesthetic. They’re a bit pricier than some of the others on this list, but the one piece dresses in particular are practically ethereal. I love them for their unique pieces like their skirt and jacket set that you don’t see from other designers and really make you stand out in a crowd.
Website: https://sullihwa.mysoho.com/
71to96
71to96 was actually founded by a mother–daughter duo—a seasoned hanbok designer born in 1971 and her creative-director daughter born in 1996. 71to96 merges generational design perspectives into a modern label to create products that blend heritage with urban culture. Not only do they put out designs like the Gonryongpo jumper set, hanbok fabric sweat pants, or royal embroidered hoodies, but also bags, caps and charms to complete the look or add a subtle Korean flair to another outfit.
Website: https://www.71to96.com/
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