I thought I was ready for the S/S 24 shows when I initially arrived in Seoul, complete with Pinterest boards, TikTok rabbit holes, an overflowing luggage full of “cool-girl” essentials, and an Olive Young buy list. But I wasn’t prepared for the sheer volume of stunning purses I saw. They were not just any bags, but a very particular kind: crisp, long-shouldered, east-west silhouettes that seemed like the baguette bag’s adult relative, or softly structured and precisely slouched. They all had an air of sophistication, elevation, and almost flirtation. Korean women did not wear dinner plate-sized logos. Rather, it was all about texture, shape, and that elusive trait that we all strive for: ease of use.
The following is something to be aware of regarding the Korean fashion industry: Seoul creates trends rather than following them. Korean labels were already there, creating bags with simple lines, subdued color schemes, and an architectural sensibility that seemed very current, before Western luxury houses were bringing back shoulder bags from the 2000s or waxing poetic about quiet luxury. Handbags are not an exception to the local fashion ecosystem’s preference for visual integrity above ostentatious branding.
Everywhere I looked, two names appeared: MargeSherwood and Stand Oil. Someone was always carrying one, whether I was drinking coffee in Seongsu or in a Gangnam shop. They seemed like insider secrets at the time. Right now? Not at all.
With specialized U.S. advertising, NYC pop-ups, and an expanding roster of It-girl devotees like Olivia Rodrigo, Huh Yunjin of LE SSERAFIM, and Hailey Bieber, both brands are making significant international strides. While Stand Oil leans toward clean, Scandinavian simplicity with a dash of K-style flair, MargeSherwood adds old Prada-inspired gloss with a hint of the past. They’re hitting that sweet spot of aspirational yet realistic with price tags that don’t cause financial panic in an era of skyrocketing designer charges and eye-watering tariffs. It is essentially the holy grail of modern shopping.
Your search might be ended if you’ve been eyeing a bag that subtly conveys “fashion person” without drawing attention to it from across the room. Your wardrobe may be the next to join the conversation about these Korean companies.
The girl in your friend circle who consistently sports vintage Prada and never seems overdressed is Marge Shermanwood. Due in large part to the brand’s handbags, the label, which was founded in 2016 by the designer pair Sungeun Um and Soonyoung Kim, has become a cult favorite among Korean idols and international fashion influencers.
Imagine ’90s silhouettes (hello, baguette bags!) in rich jewel tones and slick, croc-embossed textures that are both futuristic and nostalgic. My particular favorite is its Soft Baguette bag, which is sleek, slightly curved, and adaptable enough to travel from business meetings to martinis. Yes, that bag is the one that’s featured in Korean fashion publications. Trendy shapes like top handles, structural small bags, and long, slender shoulder bags that look great beneath a wool coat are all part of the current collection.
Marge Sherwood enjoys experimenting with different textures, such as matte nubuck, crinkled leather, and the rare high-gloss croc embossed moment. They are a little more expensive than other Korean handbag companies, but you’ll see the quality when you give them a try. I tried on the belted hobo, the hobos, and the bowling bag from the brand, and to be honest, I had a terrible time deciding. They exude a whole “I know fashion, but I’m not trying too hard” attitude, which is precisely what I’m going for.
Notable designs include the Large Hobo bag, the Boston bag, and the Soft Baguette bag.
Price range: Depending on the style, material, and retailer, MargeSherwood’s handbags normally cost between $200 and $600.
Shop MargeSherwood Bags
MargeSherwood
Soft Boston in Brown Crinkle
$412
MargeSherwood
Soft Boston in Blond Wood
$412
MargeSherwood
Soft Baguette Bag in Etoiffe
$308
MargeSherwood
Hobo Shoulder in Chili Crinkle
$268
MargeSherwood
Grandma Used Bag in Husb Nubuck
$412
Stand Oil is one of those companies that infiltrate your closet covertly and take over as your go-to item. In 2022, just before I traveled to Seoul, South Korea, for fashion week in September of that year, I came across it on TikTok. I discovered that the brand’s main store was closed for renovations after traveling to the chic Seongsu-dong district to see it. My goals and aspirations were dashed at the time, but I knew that the time was right to test it in person after learning about the brand’s US debut earlier this spring with its pop-up in New York City. I’m not disappointed, let me say that.
Its designs are simple, sculptural, and feel far more expensive than they actually are, which is the holy grail, let’s face it. My favorite thing about Stand Oil is how it strikes a balance between minimalism and a subtle flare. Its color scheme, which consists of soft sage greens, creamy ivories, and muted earth tones, goes well with both a fitted blazer and an old-fashioned t-shirt. The brand’s most notable product is the Chubby Bag, which has a nice, puffy form that quickly unifies an ensemble. Additionally, it heavily incorporates popular silhouettes like crescent and baguette forms, but everything still feels classic rather than forced. I had five bags and no regrets when I left.
Stand Oil provides significant quiet luxury energy without breaking the bank for anyone who like that effortlessly polished, Scandinavian meets Seoul image. To be honest, this brand would be The Row’s Gen Z cousin if it were more affordable and had a keen eye for detail.
Notable designs include the Square Low bag, More Baguette bag, and Chubby bag.
Price range: With prices usually ranging from $60 to $120, Stand Oil provides a more affordable range.
Shop Stand Oil Bags
Stand Oil
Chubby Bag in Black
$130
Stand Oil
More Baguette Bag in Baby Pink
$119
Stand Oil
Square Low Bag in Marron
$116
Stand Oil
Chubby Bag / Olive
$130
Stand Oil
Oblong Bag in Brown
$130
