From Yuna’s Closet to Fans’ Shopping Carts: This Korean Brand Is Having a Moment

ITZY’s Yuna is proving once again that what she wears can send fans straight to the shopping page.

Korean fashion brand Trimmingbird has seen a major jump in sales after naming Yuna its first-ever brand model, with one of its suede jackets selling at three times the rate of the previous week.

According to Hago House, which operates Trimmingbird, the jacket’s sell-through increased 200% between Aug. 31 and Sept. 6 compared with the week before.

The jacket was featured in Trimmingbird’s fall-winter campaign after Yuna was announced as the brand’s first model in August.

Other pieces she wore, including cropped jackets and slacks sets, have also been gaining attention, particularly among shoppers looking for polished officewear.

Yuna’s influence isn’t stopping at the campaign.

Fans have been spotting and sharing pieces she wears in her everyday life, from airport outfits to looks from her world tour schedule. As photos circulate across social media and online communities, fans have been tracking down the exact items and turning outfit inspiration into product searches.

That attention is also spreading overseas. On Chinese social platform Xiaohongshu, users have been sharing Yuna’s Trimmingbird campaign photos and personal outfits, with some even asking how they can purchase the pieces locally.

“Trimmingbird’s distinct, high-sensitivity design combined naturally with Yuna’s confident and trendy mood,” a Hago House representative said, adding that the partnership is having a positive effect on the brand’s image.

For Trimmingbird, Yuna may be more than a campaign model. Her ability to turn an outfit into something fans want to find, share and buy is giving the growing Korean label a much bigger spotlight, both in Korea and across Asia.