Seoul Handbag Brands Gain Global Popularity With U.S. Campaigns

In 2025, handbag trends are leaning towards softly structured, slouchy silhouettes that emphasize effortlessness and sophistication, moving away from the super structured bags popular in past seasons. Seoul has emerged as a fashion trendsetter, with Korean brands like MargeSherwood and Stand Oil gaining international attention for their minimalist, architectural designs that prioritize aesthetic integrity over flashy branding. Similarly, Scandinavian brand Liffner has evolved from its modest beginnings to become a cult name in quiet luxury, favored by celebrities such as Jennifer Lawrence and Taylor Swift, thanks to its sculptural, minimal designs. The mini bag trend also continues strong for summer, with designers like Jacquemus and Bottega Veneta offering artisanal, textured pieces that blend nostalgia with modernity. Celebrities and rising stars like Chanikarn Tangkabodee use handbags as expressions of personality and style, combining classic elegance with youthful flair. Overall, the handbag market in 2025 reflects a balance of understated luxury, versatile designs, and cultural influences that resonate globally.