Minju Kim never planned to become a fashion icon — she wanted to be a cartoonist. That imaginative, storybook instinct never left her, and it's exactly what makes MINJUKIM one of the most distinctive names to come out of Korean fashion. Founded in Seoul in 2015 after she picked up the H&M Design Award, and trained at the Royal Academy of Fine Arts in Antwerp (the same school that shaped legends like Dries Van Noten), Kim built a label around bold silhouettes, feminine detailing, and an unmistakable sense of joy. Ribbons, tulle, exaggerated puffed sleeves, and painterly prints all live inside her signature aesthetic — think a slightly darker, more grown-up take on ballet-core. What keeps people coming back isn't just the romance of it all; it's the craftsmanship. Every collection opens with an original, hand-drawn print that threads through the rest of the pieces, so no two seasons ever feel repeated.

Wardrobe of Wonder: The Product Lines

MINJUKIM's main collection spans Wedding, Outerwear, Dresses, Tops, Bottoms, and Accessories, all built around dramatic shapes and delicate handwork — think puff-sleeve blouses, quilted jackets, and tulle-layered skirts that toe the line between runway and everyday. For those who want the same imaginative DNA at a friendlier price, Kim also runs a second label, PAKUA, which leans into bolder colors, playful graphics, and a more street-ready, accessible wardrobe.

The Netflix Win That Changed Everything

MINJUKIM's global breakout moment came in 2020, when Kim became the first-ever winner of Netflix's competition series Next in Fashion, earning international recognition and a $250,000 prize to launch a collection with Net-a-Porter. She'd already been a semifinalist for the LVMH Prize before that, but the Netflix win is what introduced her fairy-tale world to fashion lovers far outside Korea. More recently, the brand has crossed into pop culture in a different way — designing stage outfits for K-pop girl group ILLIT, putting MINJUKIM's whimsical silhouettes in front of a whole new generation of fans. What sets her apart from other Korean designers chasing minimalist, streetwear-driven looks is that she leans fully into maximalism and narrative — every piece feels like it's telling a story.

Why Buy It in Seoul

MINJUKIM doesn't operate a chain of retail stores — its only physical space is a shared showroom with PAKUA inside a beautifully restored hanok in Bukchon, one of Seoul's most atmospheric neighborhoods. Shopping here means seeing (and often touching) pieces in a setting as considered as the clothes themselves, something you simply can't replicate by browsing online from abroad.

Price Range

Roughly $150–$1,200 USD (about ₩200,000–₩1,600,000), with accessories and PAKUA pieces on the lower end and statement outerwear or eveningwear at the top.

Where to Buy in Seoul

The MINJUKIM & PAKUA showroom, "Hayan (White) Hanok," is located along the path between Anguk Station and Jeongdok Public Library in Bukchon — a quiet, hanok-lined pocket of the city. Address: 1F, 10 Bukchon-ro 7-gil, Jongno-gu, Seoul, Republic of Korea 

Website: https://www.minjukim.co/

Instagram: @minjukim

Photo: @minjukim