Seoul's Fashion Export Emerges After BTS Influence

Songzio is not a name many outside South Korea recognize. Yet, the brand has quietly become a key player in the global fashion scene, thanks in part to its work with BTS. The group’s March comeback concert, where members wore bespoke stage costumes designed by Songzio, drew over 100,000 attendees and 18 million viewers on Netflix. This visibility has helped the Seoul-based label build momentum as it pushes for long-term relevance beyond K-pop stardom.

Founded in 1993 by Zio Song, a graduate of Paris’s ESMOD fashion school, Songzio has evolved from a niche operation to one of South Korea’s largest independent fashion companies. Today, the brand is led by Zio’s son, Jay Song, who took the helm as creative director and CEO in 2017. Known for its dark, sophisticated color palettes and artistic approach, Songzio has carved out a distinct identity in a market dominated by large conglomerates like Lotte and Hyundai.

Initially, the brand focused on creating collectible pieces for select clients. But as demand grew, so did its ambitions. In recent years, Songzio has expanded its reach through high-profile collaborations, including the custom outfits worn by BTS members during their March concert. Unlike typical performances with multiple costume changes, the group wore the same Songzio designs throughout the show, a decision Jay Song says was intentional. “Music is about emotion,” he explains. “I wanted to translate the spirit of ‘Han’—a concept tied to sorrow and longing—into something more dynamic and hopeful.”

The concert boosted Songzio’s brand awareness, according to Jay. “We got a lot of attention in Korea and overseas,” he says. “Many fans and new customers wanted to discover our collections.” This exposure has helped the brand grow, with annual sales reaching $70-75 million in 2025. Jay estimates a 15-20% sales increase in 2026, driven by expanding international markets and a push into womenswear.

Womenswear is a priority for Songzio in the coming years. The brand introduced a line for women about a year ago, which now accounts for 15-20% of sales. Jay aims to grow that to 50% within three years. “Womenswear has been growing faster than men’s,” he notes. Recent campaigns featuring Choi Hee-jin, the brand’s first womenswear ambassador, aim to attract more female customers globally. Choi, known for her role in the TV series Heavenly Ever After, embodies the “chic but mysterious” vibe Songzio wants to project.

Expansion into Western markets is also a focus. Last September, Songzio opened its first dedicated womenswear boutique in Paris’s Marais district, next to its standalone menswear store. Jay believes the brand’s deep cultural heritage sets it apart. “We have pattern makers, artisans, and embroidery techniques rooted in Korea,” he says. “Everything is made locally.” This emphasis on craftsmanship aligns with growing global interest in Korean cultural identity, according to Heewon Yuh of WGSN. “Younger consumers are rediscovering their own heritage,” she adds. “It creates a connection that’s hard to replicate.”

For the brand, the shift to womenswear represents a new chapter. After three decades in menswear, Jay wanted to offer something more diverse and inclusive. “We’re not just creating a men’s collection for women,” he explains. “We want to reflect different styles and perspectives.” This move also aligns with broader industry trends, where brands are increasingly focusing on gender-fluid designs and inclusive sizing.

The brand’s commitment to local production and cultural authenticity has positioned it as a leader in sustainable fashion. Unlike many fast fashion retailers, Songzio prioritizes quality over quantity, using eco-friendly materials and ethical labor practices. “Sustainability isn’t a trend for us—it’s a core value,” Jay emphasizes. “We want to show that fashion can be both stylish and responsible.”

Looking ahead, Songzio plans to expand its presence in Asia and Europe while maintaining its roots in South Korea. The brand also aims to collaborate with more local artists and designers, further embedding itself in the global fashion setting. “We’re not just a brand,” Jay says. “We’re a story, a movement, and a reflection of who we are.”

For now, the brand remains focused on storytelling and craftsmanship. “We want to convey that we’re not just creating a men’s collection for women,” Jay explains. “After 30 years in menswear, I wanted to offer something more feminine and refreshing.” That shift, along with a commitment to local production and cultural authenticity, positions Songzio as a brand with both heritage and future potential in an increasingly competitive global market.