Korean fashion followers track Seoul labels the way others track sneaker drops. They are young, social-first and quick to adopt a silhouette or a graphic basic once it spreads online. The brands here include Stylenanda, 3CE, Andersson Bell, Mardi Mercredi, 87mm, Matin Kim and Beyond Closet. Reading their ads shows how Seoul labels package a look for a global audience, which products they push as hero items, and how they blend fashion and makeup in one feed.
They find new labels through Instagram, TikTok and Korean style creators, and care more about what is circulating now than about heritage.
Mostly students and early-career shoppers who want a distinct look at accessible prices.
A floral graphic tee, a structured coat or a logo bag can become the reason someone discovers the whole label.
The same shopper often buys playful makeup from a fashion brand, which is why 3CE and Stylenanda share an audience.
Interest in clean, gender-neutral everyday essentials is strong, as in labels like 87mm.
Followers outside Korea worry about delivery time, sizing and returns, so clear shipping and fit information matters.
3CE (3 Concept Eyes) is the makeup brand of Korean fashion label Stylenanda, acquired by L'Oréal in 2018 for approximately $400M. Founded by Nana Yoon, 3CE pioneered the Instagram-pink aesthetic in Korean makeup, offering lip products, eye looks, and base makeup that defined a generation of K-beauty visual identity. Now distributed globally through DTC and Sephora. Also searched as 3CE.
87mm is a Seoul indie fashion brand founded in 2013, known for gender-neutral everyday essentials and a strong domestic DTC following on Korean platforms Musinsa and 29cm. It occupies an accessible premium tier with clean, wearable design for Korean urban life.
Andersson Bell is a Seoul fashion brand founded in 2014, known for blending Scandinavian minimalism with Korean contemporary streetwear. Sold at SSENSE, Mytheresa, Farfetch, and via DTC, it occupies a premium accessible price point in global designer fashion. Also searched as Andersson.
Beyond Closet is a Seoul fashion brand founded in 2006 by Ko Tae-yong, known for its Ivy League-meets-Korean-street aesthetic. Its logo varsity jackets have been worn by K-pop artists, driving strong cultural endorsement. Sold via DTC, Musinsa, own stores, and Korean department stores. Also searched as Beyond.
Mardi Mercredi is a Seoul lifestyle fashion brand founded in 2018, known for its signature floral 'Mardi' graphic that went viral on Korean social media and attracted Vogue Korea coverage. Sold DTC through its own site and stores, with growing global online presence. Also searched as Mardi.
Matin Kim is a Seoul womenswear brand founded in 2019 by designer Kim Matin. Known for premium-feeling outerwear and bags at accessible price points, it achieved rapid brand recognition through an Instagram-first strategy. Sold via DTC and Musinsa with a loyal domestic following. Also searched as Matin.
Stylenanda is a Seoul digital-native fashion and beauty brand founded in 2004 by Kim So-hee. It launched the 3 Concept Eyes (3CE) makeup line, which became globally coveted. L'Oréal acquired the brand in 2018 for a reported ~$400M, one of the largest K-beauty acquisitions.
Treat the lookbook as the ad. This audience responds to styled outfits, seasonal drops and clear hero products more than to discount banners. Short try-on videos, street-style clips and carousel lookbooks show how pieces layer and move, which is what a follower wants to judge before buying. Signature items do a lot of work. Mardi Mercredi is known for a floral graphic, and Matin Kim for outerwear and bags that feel premium at accessible prices. Andersson Bell pairs Scandinavian minimalism with a Korean sensibility, so its creative tends to be quieter and more editorial. Stylenanda and 3CE connect fashion and playful makeup, which opens cross-sell between categories. Build creative around a drop calendar, new arrival teasers and styling formulas such as one coat worn three ways. Keep captions short and visual. Add size guidance for international buyers, since fit is a common barrier for shoppers ordering from overseas.
When you research this group, sort the ads by the type of hook. Some brands open with a person in motion, others with a flat product shot, others with a campaign-style editorial image. Note which format a brand repeats, because repetition usually means it is working. Look at how each label handles the global versus local split. Brands such as 87mm lean on gender-neutral essentials and clean design for urban shoppers, while Beyond Closet mixes Ivy League styling with street and K-pop-linked logo pieces. These are different identities aimed at slightly different groups, even within one trend. Also compare the offers. Seasonal sales, bundle pricing, first-order incentives and limited drop language each create a different kind of urgency. Finally, check whether ads show the same product in multiple colorways, since colorway testing is a common way fashion brands find the winning creative. Use those patterns as inputs, not templates, so your own brand keeps a clear point of view.
Brands in this group include Stylenanda, 3CE (3 Concept Eyes), Andersson Bell, Mardi Mercredi, 87mm, Matin Kim and Beyond Closet. They cover womenswear, gender-neutral basics, outerwear and playful makeup, all rooted in the Seoul fashion scene. Comparing their active ads side by side in AdLibrary shows which messages and formats they repeat most.
Common formats include styled lookbook carousels, short try-on videos and drop announcements. Hero products such as a graphic tee or a structured coat often anchor the creative, and captions stay short and visual. Browsing live ads in AdLibrary helps you compare hooks, formats and offers before planning your own creative.
Many followers buy both clothing and makeup from the same Seoul label. Stylenanda and its makeup brand 3CE are an example, so ads often cross-sell between categories to reach the same young, trend-led shopper. You can review current examples from these brands in AdLibrary to see which angles they keep running.
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