Shinsegae Tomboy said on the 10th that it hosted a two-day 2026 Spring/Summer Buyer Convention on the 5th and 6th, unveiling rebranding strategies and new collections for Studio Tomboy and BOB.
As demand for the transitional season picks up, the company plans to strengthen the brands’ competitiveness and jumpstart spring sales.
The event was designed to redefine each brand’s identity and deepen collaboration with retail partners, drawing buyers from major department stores including Shinsegae, Lotte and Hyundai.
Studio Tomboy debuted its 26SS collection, a contemporary reinterpretation of its 49-year heritage. The brand focused on translating its long-developed structured, oversized silhouettes and urban sensibility into a modern language. By putting signature pieces like field jackets, trench coats and leather jackets front and center, it reinforced a timeless aesthetic meant to be worn well beyond the season.
BOB, celebrating its 29th year, announced a full rebrand as a refined contemporary label. It repositioned its core target audience as career women in their 30s and 40s and embraced "practical minimalism" as its guiding concept.
The brand raised its profile with precise tailoring that moves seamlessly from office to everyday life, expanded relaxed semi-loose fits and mannish silhouettes, and gave its logo a simple, delicate typeface to visually convey restrained sophistication.
At the convention, Shinsegae Tomboy said it will sharpen its womenswear portfolio with a two-track strategy: Studio Tomboy will champion elevated casual grounded in Korean fashion heritage, while BOB will focus on polished, urbane contemporary womenswear.
A Shinsegae Tomboy spokesperson said, "As market sentiment improves, it’s crucial to clearly communicate our brands’ direction and competitiveness. Through this buyer convention, we’ll share the results of the rebranding and work to maximize synergy with our retail partners."
