Fighting to stay fashion-focused
Present-Those returning to campus are choosing to go with a tailored jacket complete with a tote bag. Roh Seung-woo (Cumas model) is wearing a shirt, jacket and trousers from Solid Homme, a tote bag from Mandarina Duck and shoes from Skono.By Park Jong-kwon
Past-Knapsack-toting bokhaksaeng used to wear baggy shirts and trousers that had seen better days.
After all, healthy Korean men are required to serve their country for approximately two years, according to the Military Manpower Administration. Since this normally happens after their freshman or sophomore years, their return to campus after spending time in the armed forces can involve quite an adjustment.
In the fast-paced and fashion-conscious Korean society, two years spent secluded on some remote locale in military fatigues made it difficult for returning students to blend back into campus.
In the past, you could spot these students a mile away. They often carried large knapsacks with an umbrella slipped into one side pocket and a water bottle in the other. They also wore a sad ensemble of outdated clothes that made them stick out among the young and hip campus crowd.
But times have changed. Bokhaksaeng are countrified no more, it seems.
“Nowadays, soldiers read a lot of men’s fashion magazines to keep up with the latest trends,” said Kim Tae-hwan, a 25-year-old returning student. “I used to find the comedy shows poking fun at bokhaksaeng funny but now that I’m out and back in the real world, I have to be conscious of the latest styles to avoid being on the receiving end of the jokes.”
Another returning student had similar sentiments. “When I returned home and took a look inside my closet, I couldn’t find anything suitable to wear. It’s only been two years but trends and styles have changed drastically,” said Huh In-chul, a 25-year-old student.
“It seems like everyone’s dressing well and in order to fit in with the crowd and look sharp for the ladies, I am asking my younger sister for advice and also keeping a close eye on what other people are wearing.”
Why are these ex-military men so keen to keep up with the latest trends? The answer may lie in the increasingly competitive job market.
“The extremely competitive job market requires applicants to pay close attention to every little detail in preparation for job interviews,” said Moon Ji-young, who works in the marketing department for Career, a job search Web site.
“Employers don’t usually look at fashion and style when they are interviewing someone, but due to the overwhelming number of applicants nowadays, they also look at the little things that could set their prospective employees apart,” added Moon.
In the latest survey conducted by Career, two out of every three job seekers thought what they wore played a role when they failed to clinch a job.
The current generation of returning students in their mid- to late-20s is also different from their predecessors because they grew up during a period of economic recovery. This makes them less sensitive to the value of saving money and enables them to spend freely on keeping up with the latest fashion and trends.
“The economic backdrop does play a role in the latest change, but what has really encouraged the latest generation’s interest in fashion is increased television viewing and Internet use in the military,” explained Khan Ho-seob of Hongik University’s College of Design and Arts Department.
Unsurprisingly, this new interest in fashion by men in their mid- to late-20s has had an effect on the fashion market.
Lee Sung-il, a 28-year-old graduate school student was discharged from the military two years ago and is currently preparing for job interviews. “Two years ago, when I returned to campus, I couldn’t find the right clothes. I couldn’t dress like the younger kids and I wasn’t ready yet to dress as though I was already working,” recalls Lee.
The fashion industry has been taking note of the latest demand by men in their 20s and are launching clothing brands targeting that specific age group.
A report titled “07/08 Fashion Market Analysis” released by Samsung Fashion Institute summarized this shift. According to the report, the casual market is moving towards a stylish casual trend to fit the needs of men in their late 20s.
The report went on to describe the latest trend as a stylish casual trend with a business feel.
“The latest fashion brands are moving away from the ‘easy casual’ trend of past,” said Park Sung-hui, a 29-year-old salesperson at Codes Combine for Men, targeting men in their mid- to late-20s.
“The focus has definitely shifted from the casual look to more mature and refined designs,” added Park.
“Our men’s line has a very strong feminine feel which extenuates the lines more so than most male designs,” said Oh Seung-hee, a 35-year-old employee of Kai-Aakmann.
“Men in their mid-20s did not have much of a choice when it came to clothing selection. Clothing brands introduced a business casual line to specifically target young men in this age bracket but it was too toned down for the targeted age group. The current clothing lines targeting the same group have a lot of clothes that are bolder and louder than the usual business casual style,” Oh said.
It looks like those returning to campus after serving time in the military and preparing for employment are creating a new market in the fashion industry and designers are taking notice.
From frump to fab in four easy moves
O.K., so you’re not fresh out of the army but you’re in need of a makeover.
If you’re thinking of sprucing up your wardrobe for the coming fall and winter seasons, here are a few pointers.
It doesn’t really matter whether you decide to go for a casual or a more toned-down business look.
However, you should know what style you like or would like to emulate.
1. You have to give up comfort in order to look good. If you place comfort above all else when choosing clothes, it’s hard to look stylish. Try to choose a tighter fitting jacket which naturally shows your shoulder and waist lines.
2.Don’t forget to stick to the basics. Style trends change on a seasonal basis but you can’t go wrong with sticking to the basic designs.
Even when you’re choosing a simple polo shirt, try to choose a bold color or stripe patterns for a slight change.
3. Do not fear change. Instead of thinking the design may be too bold or too colorful for your taste, give it a try. If you don’t know where to start, choose a brand that suits your style and try a few outfits recommended by the salespeople.
Don’t worry if the reflection of yourself in the new outfit looks a bit awkward in the shop mirror. Take a chance and try something new.
4. The right accessories can make a huge difference. Instead of carrying a knapsack, men should try a tote bag. The right choice of accessory can make a big difference in boosting your overall appearance.
By Kang Seung-min JoongAng Ilbo[jason@joongang.co.kr]
with the Korea JoongAng Daily
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