South Korean style is fast becoming a major influence, as seen last week at Seoul Fashion Week
You're a reader of Beaut.ie so you definitely know South Korea's reputation in the beauty world. The Korean beauty market is the first with so many beauty innovations. From BB cream to sheet masks, they all started in Seoul.
I've mentioned before that I lived there. At the time, about five years ago now *gulp* snail essence was the big thing. When the idea arrived this side of the world last year, people were unsure, because, like it's slime, but Koreans know best, so we went with it. But along with having a 25-step beauty routine, Koreans have really good style. It's really easy to stay up-to-date with trends in the country because there are cheap little fashion boutiques everywhere.
Generally speaking, Koreans are very image conscious people (making it the perfect place to test new beauty endeavours). Historically and culturally, Korea is a collective society, rather than an individualistic one. People like to fit into a certain look and look like certain people (cosmetic surgery is a massive industry). But in more recent times, its people are spreading their creative wings. You see it in film, art and beauty, of course - and in fashion.
Seoul Fashion Week ended last Saturday with a flash of A/W style inspiration. The street style looks were most likely not gathered from the cheap little fashion boutiques but in the huge Gangnam designer department stores, but it's inspiration nonetheless. But if you'll be in the area soon and you're desperate to copy the looks piece for piece, in a couple of weeks time, everything that was shown at Seoul Fashion Week will have made it to the fashion boutiques - for a nominal price.
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