When BTS stepped onto their comeback stage in SONGZIO, all eyes turned to the K-fashion trio nicknamed Woo-Jun-Song—Wooyoungmi, JUUN.J, and SONGZIO. These Paris-rooted labels are riding the “new luxury” wave and expanding their global influence.
On the 21st, BTS performed at Gwanghwamun Square in Seoul wearing custom looks by SONGZIO. The group chose the label to spotlight Korean culture and identity, aligning with the album’s concept and the show’s vibe. Founded in 1993, SONGZIO now has headquarters in Seoul and Paris.
Attention quickly turned to SONGZIO’s CEO and designer, Song Jae-woo, the son of founder Song Ji-woo. He shared the outfit concept on his social channels and spoke with The New York Times. While BTS has worn SONGZIO before, this is the first time the brand designed a collection specifically for one of their stages.
Alongside Wooyoungmi and JUUN.J, SONGZIO makes up the Woo-Jun-Song trio that now dominates Korea’s designer scene. All three brands solidified their presence in Paris and are recognized as high-end contemporary labels in the global new luxury market.
Fashion insiders say demand is shifting away from traditional luxury houses toward younger, trend-forward premium labels. As shoppers move beyond conspicuous, logo-driven purchases and seek brands with clear design identities, Woo-Jun-Song’s influence has grown.
Analysts also spot a generational shift in Korea’s high-end menswear market, with leadership moving from the Soltasi group (Solid Homme, Time Homme, System Homme) to Woo-Jun-Song. The industry’s center of gravity is shifting from department-store–grown contemporary labels to designer brands that have won global recognition.
Wooyoungmi found success abroad before gaining major traction at home. Based in Paris, the brand built global distribution and name recognition, opening the first Korean-brand store on Rue Saint-Honoré and ranking first in men’s sales at Le Bon Marché in 2020.
JUUN.J, now under Samsung C&T’s fashion division, has also pushed aggressively into international markets. Designer Jung Wook-joon debuted the brand at Paris Fashion Week in 2007; Samsung C&T acquired it in 2011. JUUN.J is now carried in department stores and concept shops across major cities in 27 countries, including Paris, New York, London and Milan.
SONGZIO, which operates 83 stores at home and abroad, opened a global flagship in Paris’s Marais district late last year. This year the brand plans to open a SONGZIO Women store next door and launch a flagship in New York. Last year’s sales totaled about 80 billion KRW (approximately 60 million USD), and the company is targeting 100 billion KRW (approximately 75 million USD) this year.
