Premium homewear brand LAC has officially launched on South Korea’s largest online fashion platform, MUSINSA. LAC has reframed pajamas as “everyday elegance,” and its refined aesthetic combined with MUSINSA’s curation is set to raise the bar for homewear choices among women in their 20s and 30s.
LAC is an emerging premium label that introduced a new benchmark for homewear when it unveiled its first official collection in December 2025. The name “LAC” stands for “Luxury At Comfort” and also means “lake (lac)” in French. The brand’s philosophy centers on encouraging moments of self-care within a serene, lake-like calm. Its slogan—“Wrapped in calm. Dressed in grace.”—sums up that mood.
LAC moved fast: the brand secured a MUSINSA listing roughly two months after launching. This month, MUSINSA is featuring LAC in its monthly onboarding promotion and offering customers special coupons of up to 30% off. The monthly event spotlights newly joined brands and gives emerging labels their first exposure to MUSINSA’s 10 million members.
LAC’s founder and CEO, Cha Yoo-ra (29), isn’t a fashion major. After studying the humanities and working in design, she asked herself, “Why can’t I dress how I want at home?” She handled planning, fabric selection, production, and distribution herself, and after about three years of preparation she launched LAC.
LAC’s biggest strengths are its fabrics and silhouettes. The brand prioritizes how materials feel against the skin—using organic cotton, Tencel, and modal—and intentionally strips away the casual patterns typical of loungewear. With refined colors, clean lines, and careful stitching, LAC creates pieces that are comfortable without feeling sloppy. The current lineup includes pajamas, robes, home dresses, indoor gowns, and fleece loungewear, all built for use in the bedroom as well as the living room, at-home coffee corners, and remote-work setups.
LAC’s MUSINSA debut is a turning point: the buzz that spread quickly among women in their 20s to 40s on social media is moving into mainstream retail. Until now, LAC mostly connected with customers via its official online store and Instagram; this listing will expand its nationwide reach.
MUSINSA, South Korea’s largest fashion-vertical platform, surpassed about 4.5 trillion KRW (approximately $3.375 billion USD) in annual transaction volume in 2024 and has been accelerating its push into home and lifestyle categories beyond fashion. Since acquiring 29CM, MUSINSA has boosted its curation of women’s designer brands and elevated lifestyle offerings—bringing brands like Denmark’s TEKLA to the Korean market—and is evolving into a platform that suggests not just what to wear but how to inhabit a space. In that context, LAC’s entry looks set to be a key piece in strengthening MUSINSA’s premium homewear and lifestyle category.
An industry insider said, “LAC isn’t selling simple pajamas; it’s introducing a new consumer idea—clothing that respects the wearer. If LAC’s sensibility combines with MUSINSA’s curation and data capabilities, it could broaden the domestic premium homewear market.”
Cha Yoo-ra said, “LAC is clothing for yourself. If you want to look composed and refined even in your most private moments at home, you can now find LAC more easily on MUSINSA.” She added, “Meeting MUSINSA’s discerning customers will open a new chapter for the brand. We’re deeply grateful to share LAC’s philosophy with more people through such a strong platform.”
Experts view LAC’s MUSINSA listing as a symbolic sign of qualitative change in the Korean homewear market. Professor Jeong Chaeyeon of the Modeltainer Department at Yeungnam College of Science & Technology noted, “After the pandemic, people’s time shifted quickly from ‘outside’ to ‘home,’ and homewear has been redefined from simple indoor clothing to a core category that delivers self-care and self-expression. LAC is a rare domestic premium homewear brand—designed to premium standards in materials, silhouettes, and brand narrative—and it has IP that can compete globally.”
Professor Jeong added, “MUSINSA has already positioned itself as a ‘taste platform’ in lifestyle and home categories beyond fashion. Adding an emerging premium brand with a clear identity and quality like LAC strengthens MUSINSA’s case for evolving from a fashion platform into a life-curation platform. The mix of MUSINSA’s style-savvy customers and LAC’s distinct brand story could create synergy greater than the sum of its parts. For women in their 20s and 30s—who increasingly care about what they wear for themselves as much as what they’re seen in—LAC’s sensibility should resonate quickly on the platform.”
Building on its MUSINSA listing, LAC plans to roll out a season-limited color line and collaboration showcases sequentially in the first half of the year. With steady overseas interest in direct purchases, the brand also plans to pursue global expansion.
A composed daily life, like a calm lake. LAC’s take on “everyday elegance at home” has found a fast current in MUSINSA, and the brand is ready to move into more customers’ rooms.
