Singer Hyomin's recent social media post featuring a backpack has become a hot topic among fans.
Hyomin shared casual daily photos on her SNS, showcasing a black backpack and shoulder bag. The minimalist design and sleek silhouette caught the attention of many, leading to curiosity about the brand online.
The bags are from the designer brand 'HERMA,' known for its minimalist design and material-focused aesthetics. Instead of flashy logos or embellishments, HERMA emphasizes the structure, balance, and texture of the materials in its designs.
The products worn by Hyomin also reflect the brand's signature simple structure. The understated design and natural silhouette blend seamlessly with everyday styling, showcasing a minimalist sensibility.
HERMA has already gained recognition among fashion fans, with several actors sporting their designs. Actress Lee Min-jung styled the belt bucket bag and cabas bag, while actresses Choi Kang-hee and Jo Yeo-jeong have been seen with the brand's iconic 'Kua Tote Bag.'
The brand focuses on sustainability, aiming to minimize material waste through thoughtful design and pursuing sustainable production methods. Creating designs meant for long-term use is a core value of the brand.
Recently, HERMA has expanded into the Japanese market, broadening its international reach through local distribution channels.
A fashion industry insider noted, "In today's fashion market, there is a trend towards valuing material quality, craftsmanship, and restrained design over flashy logos or ostentatious designs. This trend, known as 'Quiet Luxury,' aligns with consumer preferences that prioritize the design and quality of the product itself over brand logos."
They added, "Brands that emphasize minimalist design and craftsmanship are being recognized in this trend."
HERMA, highlighted again through Hyomin's Instagram photos, is considered part of this Quiet Luxury movement. The brand's focus on restrained design and material-centric aesthetics aligns with the current shifts in the fashion market.
TenAsia Newsroom news@tenasia.co.kr