The event was organized to clarify each brand’s identity and deepen collaboration with retail partners. Buyers from major department stores, including Shinsegae, Lotte, and Hyundai, attended.
Studio Tomboy introduced its Spring/Summer 2026 collection, reimagining a 49-year heritage with a fresh, contemporary sensibility. The label doubled down on a timeless aesthetic, centering the season around signature pieces like field jackets, trench coats, and leather jackets.
Marking its 29th anniversary this year, Bobe announced a full rebrand as a refined contemporary brand. It identified career women in their 30s and 40s as its primary audience and framed “practical minimalism” as its guiding concept.
The companies are pursuing a clear two-track strategy: Studio Tomboy will present elevated casualwear rooted in Korea’s fashion heritage, while Bobe will carve out space as an urban, sophisticated destination for contemporary women’s apparel.
A Shinsegae Tomboy representative said the buyer convention is a platform to showcase rebranding progress and to maximize synergy with retail partners.
