Kimjang Vests Go Viral as K-pop Stars Turn “Grandma Fashion” Trendy

A once-overlooked quilted vest associated with older generations is drawing renewed attention this winter as younger consumers embrace it as a fashion item. The trend reflects how retro and analog sensibilities are being reinterpreted within contemporary fashion, according to industry observers.

Following the rise of “halmaenial tastes,” a term combining the Korean words for grandmother and millennial, “halmaenial fashion” is now gaining notice. The food trend, in which younger people favor traditional ingredients such as black sesame and injeolmi, is extending into fashion this winter, with quilted floral vests known as kimjang vests at the center.

Kimjang vests, once regarded as everyday wear for middle-aged and older adults, are now seeing a reversal in perception. Their traditionally “tacky” image is being consumed as individuality by younger generations, while styling by K-pop stars has helped amplify interest. The fashion industry describes the trend as the result of retro and analog aesthetics meeting younger tastes in a fast-moving fashion environment.

A women’s clothing store in LA Koreatown, Lady Bug, is seeing the shift firsthand. Manager Nina Jung said kimjang vests are currently among the store’s bestsellers. She added that around last year-end, some customers purchased several at once as gifts. Jung said customers in their 20s and 30s make up the core group, and male shoppers have also increased noticeably.

The trend is also spreading through gift-giving culture. Mina Jo, a 27-year-old office worker living in LA, chose a kimjang vest for a company New Year gift exchange. She said the vest’s affordability, at around $20, and its practicality for winter were appealing, adding that its popularity was also a factor.

Middle-aged consumers are becoming more aware of the trend as well. Ho-young Kim, 47, who works in LA, said he recently received a kimjang vest as a year-end gift from a younger colleague. He said the idea of it being a trend did not initially resonate, but that perception changed after seeing even children wearing kimjang vests at shopping malls.

Experts point to retro fashion and nostalgia-driven styles as key background factors. One example is “granny core,” which reinterprets the practical styles of older generations with a youthful sensibility. This approach also aligns with recent consumer preferences that emphasize comfort and a pastoral atmosphere.

Social media and K-pop stars have played a significant role in spreading the trend. Images of quilted vests worn by Jennie of Blackpink and Karina of aespa circulated online, quickly increasing interest. Searches for terms such as “kimjang vest” and “floral vest” have also risen.

The trend also aligns with broader global fashion movements. Fashion magazine Glamour recently reported that floral patterns reminiscent of 1970s home interiors are expanding beyond clothing to items such as shoes and bags. Against this backdrop, the floral quilted vest, once considered outdated, is being reevaluated as a winter fashion item reflecting younger tastes.

BY YOONSEO SONG [song.yoonseo@koreadaily.com]