Quiet Luxury: HERNO Puffer Gains Popularity as 'No-Logo' Trend Rises in Korea
Creatrip Team
4 months ago
Italian outerwear label HERNO is emerging in Korea as a symbol of “quiet luxury” as consumers move away from logo-heavy puffers like Moncler, Prada and Louis Vuitton. HERNO’s simple, logo-free designs, light yet warm padding, cropped silhouettes, colorful options and mixed materials (e.g., knits) have driven double-digit annual growth since its import by Shinsegae International in 2017. Young buyers are flocking to the brand: sales from customers in their 20s rose 50% year-on-year, and 30–40s purchases also climbed nearly 30%, making 20–40s over 60% of sales. The season’s best-seller among women is a short, high-neck drawstring down jacket with soft sheen and tailored silhouette. Retailers credit SNS and pop-up marketing for attracting younger shoppers. Industry observers say logo-focused brands have become overexposed on streets and lost some prestige, while demand shifts to “silhouette over brand” and “material over logo.” With early cold weather and expected harsh winter, premium puffer sales are expected to drive strong Q4 results.
