This Spring, 'Geek Chic' Look Trends

The 'Geek Chic' look is emerging as the new fashion trend for 2024.

LF's subsidiary Citiots' millennial casual brand 'Dunst' has unveiled the 24SS (Spring Summer) collection and released its first lookbook campaign of the year.

The campaign theme is 'Walk in Love', aiming to highlight the special moments in the warm daily life of spring through photoshoots capturing the vibrant moments within a busy schedule.

Especially, the core keyword of this collection is 'Geek Chic', showcasing Dunst's classic items that allow for a unique and confident style.

'Geek Chic' is a rapidly emerging fashion trend keyword that combines 'Geek', meaning someone deeply engaged in a particular field, with 'Chic', meaning stylish.

Recently, styles that emphasize intellectual points, such as glasses and oversized jackets, are gaining attention as Geek Chic styling.

This season's key items from Dunst include an oversized vintage leather bomber jacket inspired by the attire of airplane pilots from the 80s and 90s, reinterpreted in Dunst's style, a bouclé tweed jacket that goes well with both casual and formal looks, and a logo sweatshirt that has become a signature item of Dunst. In addition, classic three-button wool blazers and boyfriend denim shirts that can be worn unisex are also introduced.

Dunst, meaning 'formless', presents a collection each season that transcends the boundaries of gender, formal wear, and casual wear. Starting as an in-house venture project of LF in 2019 and becoming an independent corporation, Citiots, in just two years, Dunst has rapidly grown to more than ten times its initial size in about four years, building a solid fandom among the MZ generation.

Targeting consumers in their 20s and 30s, the brand Dunst, which has grown rapidly with an online mall-centric entry strategy, also actively conducted offline pop-up stores in the metropolitan area and major provincial hubs last year to expand touchpoints with various customer groups.

Last year's total sales of Dunst, which has established itself as a representative brand of the MZ generation, increased by 50% compared to the previous year, and the scale of overseas exports is also continuously increasing. With wholesale through love calls from new buyers in various countries, Dunst has secured overseas buyers in a total of 15 countries, including Italy, Switzerland, Canada, China, Hong Kong, the United States, Japan, and Australia, proving the potential for brand expansion on the global stage with a 50% growth in overseas export scale for the 24 SS (Spring Summer) season compared to the 23 SS season.

A representative from Dunst stated, "As Dunst celebrates its 5th anniversary this year, true to the brand's name meaning 'formless', we plan to continue showcasing signature items that reflect the diverse tastes of the changeable MZ generation, centered around a solid fandom, to continue sales growth. Starting with the 24 Pre-Fall season collection this year, we will actively continue to explore overseas markets during the Fall-Winter (FW) season, further expanding our influence as a brand leading K-fashion."