SEOUL, January 22 (AJP) — What was once dismissed as a purely functional item worn by Korean grandmothers has quietly become a global fashion statement.
“Grandmacore” — a trend rooted in nostalgia, domestic hobbies like knitting and baking, and unapologetically cozy silhouettes — has caught on with fashion-forward MZ women worldwide. At the center of this movement is an unlikely hero: the flowery, quilted vest South Korean grandmas wear to stay warm.
Popularly known as the “gimjang vest,” the colorful padded body warmer has long been a staple in rural Korea. Villagers traditionally wear it during the annual kimchi-making season or for outdoor chores, valuing warmth and mobility over style. Thick quilting, lightweight fabric and a loose, sleeveless fit allow for easy movement while keeping the torso insulated — practical workwear, plain and simple.
Even the name reflects its roots. Closely associated with gimjang, the labor-intensive winter ritual of making kimchi, the vest was never meant to be fashionable. It existed purely to keep the cold out.
That perception has flipped.
The old-fashioned “granny look” has found new life among MZ consumers, especially as group outfits for parties and highly shareable social-media posts. Young celebrities helped accelerate the shift. Viral photos of K-pop stars such as Karina, Jennie and Taeyeon wearing gimjang vests reframed the garment from rural necessity to playful, ironic chic.
As the trend spread, the vest also became a must-buy souvenir for foreign visitors.
“This is what Jennie wore!” exclaimed a tourist from Singapore at Seoul’s Namdaemun Market. “We’ve seen it everywhere on Instagram Reels and TikTok.”
Similar reactions have surfaced across social media platforms.
“I love that these are becoming popular with younger people — it’s funny but cute,” one user wrote. “I don’t think I could wear one though.”
Another post read, “They were everywhere and so affordable. I bought one for my daughter and she’s so cute in it! We got ours at Namdaemun — it was 6.50 per vest.”
The fashion evolution has been swift. As the garment moved from traditional marketplaces into the mainstream fashion scene, designs expanded beyond floral prints to include check patterns, reversible styles, minimalist quilting and fleece-lined versions. Pet-size gimjang vests have also entered the market, enabling coordinated looks for owners and their dogs.
Major sportswear brands have taken note. Adidas, for instance, incorporated floral elements into youth-targeted product lines, with one quilted jacket priced at 150,000 won selling out shortly after release.
Search data confirms the momentum. According to Naver Data Lab, searches for “gimjang vest” reached a relative index of 100 — the platform’s highest score — on Nov. 26, 2025, surpassing last winter’s peak. Analysts point out that the surge coincided with a sharp drop in temperatures, underscoring the garment’s enduring practicality.
The aesthetic has also found its way into lifestyle spaces. At Café Inju, a hanok-style bakery in South Chungcheong Province, owner Yoo Eun-duk places gimjang vests on display for visitors to wear while taking photos.
“The concept fits the bakery’s retro, grandmother-inspired vibe,” Yoo said. “We weren’t chasing trends. We were looking for props that matched the nostalgic atmosphere, and the gimjang vest felt like a natural choice.”
The photo zone near the entrance draws interest across age groups, including visitors who do not try on the vest but linger to engage with the surrounding objects.
The blend of function and charm has even caught the attention of luxury fashion houses. Valentino released the “Gobelin Après L’Hiver Fiorellini Vest” in 2026, priced at about 6.3 million won, featuring shearling details, floral motifs and branded lining. Moncler has also introduced a reversible floral down vest. What was once winter workwear born of necessity is now being reinterpreted through premium materials and high fashion design.
For some, the vest is simply a way to stay warm. For others, it is playful self-expression. Either way, the trend offers a gentle reminder: sometimes the most fashionable thing to do is finally visit your grandmother — and take a closer look inside her closet.
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